Methods and apparatus to determine informed holdouts for an advertisement campaign
Methods and apparatus are disclosed to determine informed holdouts for an advertisement campaign. An example storage medium includes instructions that, when executed, cause a machine to retrieve user identifiers associated with purchase instances; determine households that correspond to the user identifiers; identify a first and a second group type, the first group type exhibiting a first threshold of purchase behaviors, and the second group type exhibiting a second threshold of purchase behaviors; identify a first holdout group and a second holdout group, reduce computational lift calculation resource consumption by constraining the first holdout group to a first percentage, constraining the second holdout group to a second percentage, the first percentage equal to the second, the first and the second holdout groups are not to be exposed to an advertisement campaign; and determine a lift calculation for the advertisement campaign based on the first and the second holdout groups.
1. An apparatus to reduce iterative computation efforts for an advertisement campaign, the apparatus comprising:
a publisher data retriever to retrieve, from a publisher, user identifiers associated with purchase instances;
a household determiner to determine households that correspond to respective ones of the user identifiers;
a buyer type determiner to determine a first group type and a second group type, the first group type associated with respective user identifiers exhibiting a first threshold of purchase behaviors, and the second group type associated with respective user identifiers exhibiting a second threshold of purchase behaviors;
a holdout group identifier to identify a first holdout group of the user identifiers of the first group type and a second holdout group of the user identifiers of the second group type, the first and second holdout groups indicative of candidate user identifiers to be prevented from exposure to the advertisement campaign;
a ratio constrainer to:
reduce computational lift calculation resource consumption by constraining the first holdout group to a first percentage of the first group type; and
constrain the second holdout group to a second percentage of the second group type, the first percentage equal to the second percentage; and
a lift calculator to calculate a lift value for the advertisement campaign based on the first and the second holdout groups that are not exposed to the advertisement campaign.
2. The apparatus as defined in claim 1 , further including a household segment segregator to segregate the households into household segments, respective ones of the household segments corresponding to respective ones of the households with at least one of similar purchase behaviors, similar demographics, or similar responsiveness to advertising.
3. The apparatus as defined in claim 2 , wherein the holdout group identifier is to identify a segment holdout group for respective ones of the household segments that are not to be exposed to the advertisement campaign.
4. The apparatus as defined in claim 2 , wherein the lift calculator is to calculate segment lift values corresponding to the household segments.
5. The apparatus as defined in claim 4 , wherein the lift calculator is to calculate a total lift value for the advertisement campaign based on summing the segment lift values for respective ones of the household segments.
6. The apparatus as defined in claim 1 , wherein the publisher data retriever is to retrieve, from the publisher, at least one of control group user identifiers, test group user identifiers, or exposed group user identifiers.
7. The apparatus as defined in claim 6 , wherein the lift calculator is to:
determine an All Outlet Adjustment factor by extrapolating panelist data from an audience measurement entity; and
apply the All Outlet Adjustment factor to the lift value for the advertisement campaign.
8. A system to reduce iterative computation efforts for an advertisement campaign, the system comprising:
means for retrieving, from a publisher, user identifiers associated with purchase instances;
first means for determining households that correspond to respective ones of the user identifiers;
second means for determining a first group type and a second group type, the first group type associated with respective user identifiers exhibiting a first threshold of purchase behaviors, and the second group type associated with respective user identifiers exhibiting a second threshold of purchase behaviors;
means for identifying a first holdout group of the user identifiers of the first group type and a second holdout group of the user identifiers of the second group type, the first and second holdout groups indicative of candidate user identifiers to be prevented from exposure to the advertisement campaign;
means for constraining to:
reduce computational lift calculation resource consumption by constraining the first holdout group constrained to a first percentage of the first group type;
constrain the second holdout group to a second percentage of the second group type, the first percentage equal to the second percentage; and
means for calculating a lift value for the advertisement campaign based on the first and the second holdout groups that are not exposed to the advertisement campaign.
9. The system as defined in claim 8 , further including means for segregating the households into household segments, respective ones of the household segments corresponding to respective ones of the households with at least one of similar buying behavior, similar demographics, or similar responsiveness to advertising.
10. The system as defined in claim 9 , wherein the means for identifying is to identify a segment holdout group for respective ones of the household segments that are not to be exposed to the advertisement campaign.
11. The system as defined in claim 9 , wherein the means for calculating is to calculate segment lift values corresponding to the household segments.
12. The system as defined in claim 11 , wherein the means for calculating is to calculate a total lift value for the advertisement campaign based on summing the segment lift values for respective ones of the household segments.
13. The system as defined in claim 8 , wherein the means for retrieving is to retrieve, from the publisher, at least one of control group user identifiers, test group user identifiers, or exposed group user identifiers.
14. The system as defined in claim 13 , wherein the means for calculating is to:
determine an All Outlet Adjustment factor by extrapolating panelist data from an audience measurement entity; and
apply the All Outlet Adjustment factor to the lift value for the advertisement campaign.
15. A non-transitory computer readable storage medium comprising instructions that, when executed, cause a processor to at least:
retrieve, from a publisher, user identifiers associated with purchase instances;
determine households that correspond to respective ones of the user identifiers;
determine a first group type and a second group type, the first group type associated with respective user identifiers exhibiting a first threshold of purchase behaviors, and the second group type associated with respective user identifiers exhibiting a second threshold of purchase behaviors;
identify a first holdout group of the user identifiers of the first group type and a second holdout group of the user identifiers of the second group type, the first and second holdout groups indicative of candidate user identifiers to be prevented from exposure to an advertisement campaign;
reduce computational lift calculation resource consumption by constraining the first holdout group to a first percentage of the first group type;
constrain the second holdout group to a second percentage of the second group type, the first percentage equal to the second percentage; and
calculate a lift value for the advertisement campaign based on the first and the second holdout groups that are not to be exposed to the advertisement campaign.
16. The computer readable storage medium as defined in claim 15 , wherein the instructions, when executed, cause the processor to segregate the households into household segments, respective ones of the household segments corresponding to respective ones of the households with at least one of similar buying behavior, similar demographics, or similar responsiveness to advertising.
17. The computer readable storage medium as defined in claim 16 , wherein the instructions, when executed, cause the processor to identify a segment holdout group for respective ones of the household segments that are not to be exposed to the advertisement campaign.
18. The computer readable storage medium as defined in claim 16 , wherein the instructions, when executed, cause the processor to determine segment lift values corresponding to the household segments.
19. The computer readable storage medium as defined in claim 18 , wherein the instructions, when executed, cause the processor to calculate a total lift value for the advertisement campaign based on summing the segment lift values for respective ones of the household segments.
20. The computer readable storage medium as defined in claim 15 , wherein the instructions, when executed, cause the processor to retrieve, from the publisher, at least one of control group user identifiers, test group user identifiers, or exposed group user identifiers.