METHODS AND APPARATUS TO IMPROVE MARKETING STRATEGY WITH PURCHASE DRIVEN PLANNING
Methods, apparatus, systems and articles of manufacture are disclosed to improve marketing strategy with purchase driven planning. An example apparatus to reduce iterative computation efforts for a market strategy includes a market data retriever to identify a product of interest and a first creative of interest, a buyer type segregator to segregate audience members exposed to the first creative of interest based on category purchase intensity types and brand purchase intensity types, and generate a buyer map of intersections between respective ones of the category purchase intensity types and brand purchase intensity types, and a creative lift calculator to reduce audience target calculations by determining a lift for respective ones of the buyer map intersections.
1 . A computer-implemented method to reduce iterative computation efforts for a market strategy, comprising:
identifying, by executing an instruction with a processor, a product of interest and a first creative of interest;
segregating, by executing an instruction with the processor, audience members exposed to the first creative of interest based on category purchase intensity types and brand purchase intensity types;
generating, by executing an instruction with the processor, a buyer map of intersections between respective ones of the category purchase intensity types and brand purchase intensity types; and
reducing audience target calculations, by executing an instruction with the processor, by determining a lift for respective ones of the buyer map intersections.
2 . The computer-implemented method as defined in claim 1 , further including:
calculating a total lift for the first creative based on a sum of the buyer map intersections; and
determining a percent contribution value of the total lift for respective brand purchase intensity types.
3 . The computer-implemented method as defined in claim 2 , further including selecting one of the brand purchase intensity types to associate with the first creative of interest based on a maximum one of the percent contribution value.
4 . The computer-implemented method as defined in claim 1 , wherein the category purchase intensity types include at least one of light category buyers, medium category buyers or heavy category buyers.
5 . The computer-implemented method as defined in claim 4 , further including determining the category purchase intensity types by:
ranking all purchase occasions based on a purchase frequency within a category of interest within a purchase time period;
dividing the ranked purchase occasions into respective groups of similar size;
assigning a first respective group as heavy category buyers when the purchase frequency is a relatively highest value;
assigning a second respective group as low category buyers when the purchase frequency is a relatively lowest value; and
assigning a third respective group as medium category buyers when the purchase frequency is between the relatively lowest value and the relatively highest value.
6 . The computer-implemented method as defined in claim 1 , further including calculating a first lift value for the first creative of interest based on the buyer map intersections and a first reach scenario.
7 . The computer-implemented method as defined in claim 6 , further including estimating a second lift value for the first creative of interest based on a second reach scenario, the first reach scenario based on empirical reach values and the second reach scenario based on forecasted reach values.
8 . An apparatus to reduce iterative computation efforts for a market strategy, comprising:
a market data retriever to identify a product of interest and a first creative of interest;
a buyer type segregator to:
segregate audience members exposed to the first creative of interest based on category purchase intensity types and brand purchase intensity types; and
generate a buyer map of intersections between respective ones of the category purchase intensity types and brand purchase intensity types; and
a creative lift calculator to reduce audience target calculations by determining a lift for respective ones of the buyer map intersections.
9 . The apparatus as defined in claim 8 , wherein the creative lift calculator is to:
calculate a total lift for the first creative based on a sum of the buyer map intersections; and
determine a percent contribution value of the total lift for respective brand purchase intensity types.
10 . The apparatus as defined in claim 9 , wherein the creative lift calculator is to select one of the brand purchase intensity types to associate with the first creative of interest based on a maximum one of the percent contribution value.
11 . The apparatus as defined in claim 8 , wherein the category purchase intensity types include at least one of light category buyers, medium category buyers or heavy category buyers.
12 . The apparatus as defined in claim 11 , wherein the buyer type segregator is to:
rank all purchase occasions based on a purchase frequency within a category of interest within a purchase time period;
divide the ranked purchase occasions into respective groups of similar size;
assign a first respective group as heavy category buyers when the purchase frequency is a relatively highest value;
assign a second respective group as low category buyers when the purchase frequency is a relatively lowest value; and
assign a third respective group as medium category buyers when the purchase frequency is between the relatively lowest value and the relatively highest value.
13 . The apparatus as defined in claim 8 , wherein the creative lift calculator is to calculate a first lift value for the first creative of interest based on the buyer map intersections and a first reach scenario.
14 . The apparatus as defined in claim 13 , wherein the creative lift calculator is to estimate a second lift value for the first creative of interest based on a second reach scenario, the first reach scenario based on empirical reach values and the second reach scenario based on forecasted reach values.
15 . A tangible machine-readable storage medium comprising instructions that, when executed, cause a processor to at least:
identify a product of interest and a first creative of interest;
segregate audience members exposed to the first creative of interest based on category purchase intensity types and brand purchase intensity types;
generate a buyer map of intersections between respective ones of the category purchase intensity types and brand purchase intensity types; and
reduce audience target calculations by determining a lift for respective ones of the buyer map intersections.
16 . The machine-readable storage medium as defined in claim 15 , wherein the instructions, when executed, cause the processor to:
calculate a total lift for the first creative based on a sum of the buyer map intersections; and
determine a percent contribution value of the total lift for respective brand purchase intensity types.
17 . The machine-readable storage medium as defined in claim 16 , wherein the instructions, when executed, cause the processor to select one of the brand purchase intensity types to associate with the first creative of interest based on a maximum one of the percent contribution value.
18 . The machine-readable storage medium as defined in claim 15 , wherein the instructions, when executed, cause the processor to identify the category purchase intensity types as at least one of light category buyers, medium category buyers or heavy category buyers.
19 . The machine-readable storage medium as defined in claim 18 , wherein the instructions, when executed, cause the processor to:
rank all purchase occasions based on a purchase frequency within a category of interest within a purchase time period;
divide the ranked purchase occasions into respective groups of similar size;
assign a first respective group as heavy category buyers when the purchase frequency is a relatively highest value;
assign a second respective group as low category buyers when the purchase frequency is a relatively lowest value; and
assign a third respective group as medium category buyers when the purchase frequency is between the relatively lowest value and the relatively highest value.
20 . The machine-readable storage medium as defined in claim 15 , wherein the instructions, when executed, cause the processor to calculate a first lift value for the first creative of interest based on the buyer map intersections and a first reach scenario.