Methods, systems, apparatus and articles of manufacture to determine causal effects

1. An apparatus comprising:

a weighting engine implemented by at least one processor, the weighting engine to:

calculate, in a first processing cycle, a first set of weights for a first set of covariates corresponding to a first treatment dataset using maximum entropy, the first treatment dataset accessed from a data store;

calculate, in the first processing cycle, a second set of weights for a second set of covariates corresponding to a second treatment dataset using maximum entropy, the second treatment dataset accessed from the data store; and

calculate, in the first processing cycle, a third set of weights for a third set of covariates corresponding to a control dataset using maximum entropy, the control dataset accessed from the data store, the weighting engine to increase an operational efficiency of the apparatus by calculating the first set of weights, the second set of weights, and the third set of weights independently in the first processing cycle;

a weighting response engine implemented by the at least one processor, the weighting response engine to:

apply maximum entropy to a constraint matrix to calculate, without multivariate reweighting, a first weighted response for the first treatment dataset, a second weighted response for the second treatment dataset, and a third weighted response for the control dataset; and

determine a causal effect between the first treatment dataset and the second treatment dataset based on a difference between the first weighted response and the second weighted response; and

a report generator implemented by the at least one processor, the report generator to:

transmit a report to an audience measurement entity; and

cause a device to display the report, the report including the causal effect.

2. The apparatus as defined in claim 1 , wherein the first treatment dataset corresponds to a first advertisement campaign and the second treatment dataset corresponds to a second advertisement campaign.

3. The apparatus as defined in claim 2 , wherein the causal effect is indicative of a potential increase per individual exposed to the first advertisement campaign compared to the second advertisement campaign.

4. The apparatus as defined in claim 1 , wherein the first set of weights is equal to the second set of weights and the third set of weights.

5. The apparatus of claim 1 , wherein the report generator is to cause the device to display the report via a webpage in a first state with a set of options, the set of options selectable by a user to change to the first state.

6. A non-transitory computer readable medium comprising instructions that, when executed, cause at least one processor to at least:

calculate, in a first processing cycle, a first set of weights for a first set of covariates corresponding to a first treatment dataset using maximum entropy, the first treatment dataset accessed from a data store;

calculate, in the first processing cycle, a second set of weights for a second set of covariates corresponding to a second treatment dataset using maximum entropy, the second treatment dataset accessed from the data store;

calculate, in the first processing cycle, a third set of weights for a third set of covariates corresponding to a control dataset using maximum entropy, the control dataset accessed from the data store, the first set of weights, the second set of weights, and the third set of weights calculated independently in the first processing cycle to increase an operational efficiency of the at least one processor;

apply maximum entropy to a constraint matrix to calculate, without multivariate reweighting, a first weighted response for the first treatment dataset, a second weighted response for the second treatment dataset, and a third weighted response for the control dataset;

determine a causal effect between the first treatment dataset and the second treatment dataset based on a difference between the first weighted response and the second weighted response; and

transmit a report to an audience measurement entity to cause a device of the audience measurement entity to display the report.

7. The non-transitory computer readable medium as defined in claim 6 , wherein the first treatment dataset corresponds to a first advertisement campaign and the second treatment dataset corresponds to a second advertisement campaign.

8. The non-transitory computer readable medium as defined in claim 7 , wherein the causal effect is indicative of a potential increase per individual exposed to the first advertisement campaign compared to the second advertisement campaign.

9. The non-transitory computer readable medium as defined in claim 6 , wherein the instructions further cause the at least one processor to cause the device to display the report via a webpage in a first state with a set of options, the set of options selectable by a user to change to the first state.

10. The non-transitory computer readable medium as defined in claim 6 , wherein the first set of weights is equal to the second set of weights and the third set of weights.

11. An apparatus comprising:

means for calculating a weight to:

calculate, in a first processing cycle, a first set of weights for a first set of covariates corresponding to a first treatment dataset using maximum entropy, the first treatment dataset accessed from a data store;

calculate, in the first processing cycle, a second set of weights for a second set of covariates corresponding to a second treatment dataset using maximum entropy, the second treatment dataset accessed from the data store; and

calculate, in the first processing cycle, a third set of weights for a third set of covariates corresponding to a control dataset using maximum entropy, the control dataset accessed from the data store, the weight calculating means to increase an operational efficiency of the apparatus by calculating the first set of weights, the second set of weights, and the third set of weights independently in the first processing cycle;

means for determining a weighted response to:

apply maximum entropy to a constraint matrix to calculate, without multivariate reweighting, a first weighted response for the first treatment dataset, a second weighted response for the second treatment dataset, and a third weighted response for the control dataset; and

determine a causal effect between the first treatment dataset and the second treatment dataset based on a difference between the first weighted response and the second weighted response; and

means for generating a report to cause a device of an audience measurement entity to display the report, the report including the causal effect.

12. The apparatus as defined in claim 11 , wherein the first treatment dataset corresponds to a first advertisement campaign and the second treatment dataset corresponds to a second advertisement campaign.

13. The apparatus as defined in claim 12 , wherein the causal effect is indicative of a potential increase per individual exposed to the first advertisement campaign compared to the second advertisement campaign.

14. The apparatus as defined in claim 11 , wherein the first set of weights is equal to the second set of weights and the third set of weights.

15. The apparatus of claim 11 , wherein the report generating means are to cause the device to display the report via a webpage in a first state with a set of options, the set of options selectable by a user to change to the first state.

16. An apparatus comprising:

memory;

machine readable instructions; and

at least one processor to execute the machine readable instructions to:

calculate, in a first processing cycle, a first set of weights for a first set of covariates corresponding to a first treatment dataset using maximum entropy, the first treatment dataset accessed from a data store;

calculate, in the first processing cycle, a second set of weights for a second set of covariates corresponding to a second treatment dataset using maximum entropy, the second treatment dataset accessed from the data store;

calculate, in the first processing cycle, a third set of weights for a third set of covariates corresponding to a control dataset using maximum entropy, the control dataset accessed from the data store, the at least one processor to increase an operational efficiency of the apparatus by calculating the first set of weights, the second set of weights, and the third set of weights independently in the first processing cycle;

apply maximum entropy to a constraint matrix to calculate, without multivariate reweighting, a first weighted response for the first treatment dataset, a second weighted response for the second treatment dataset, and a third weighted response for the control dataset;

determine a causal effect between the first treatment dataset and the second treatment dataset based on a difference between the first weighted response and the second weighted response; and

transmit a report to an audience measurement entity to cause a device of the audience measurement entity to display the report.

17. The apparatus as defined in claim 16 , wherein the first treatment dataset corresponds to a first advertisement campaign and the second treatment dataset corresponds to a second advertisement campaign.

18. The apparatus as defined in claim 17 , wherein the causal effect is indicative of a potential increase per individual exposed to the first advertisement campaign compared to the second advertisement campaign.

19. The apparatus as defined in claim 16 , wherein the at least one processor is to cause the device to display the report via a webpage in a first state with a set of options, the set of options selectable by a user to change to the first state.

20. The apparatus as defined in claim 16 , wherein the first set of weights is equal to the second set of weights and the third set of weights.