Methods and apparatus to incorporate saturation effects into marketing mix models
Methods and apparatus to incorporate saturation effects into marketing mix models are disclosed. An example apparatus includes means for converting adstock data associated with an advertising campaign into effective reached realized (ERR) data based on a first saturation curve, the adstock data corresponding to adstocked gross rating points generated from marketing mix input data. The apparatus further including means for performing regression analysis to: identify the first saturation curve from among a plurality of plausible curves based on a fit of different ones of the plurality of plausible curves to the marketing mix input data, the first saturation curve to define a relationship indicative of saturation effects of the advertising campaign on a target audience of the advertising campaign; and determine an impact of the advertising campaign on sales during a period of interest based on a regression analysis of the ERR data relative to sales data.
1. An apparatus comprising:
memory;
machine-readable instructions; and
processor circuitry to execute the machine-readable instructions to:
identify a number of times respective members of a target population are exposed to an advertisement associated with a simulated advertising campaign;
determine a total of gross rating points delivered in the simulated advertising campaign, the total of gross rating points delivered corresponding to a sum of first gross rating points associated with a first simulation of the advertisement and second gross rating points associated with a second simulation of the advertisement;
determine a total reach achieved relative to the total of gross rating points delivered;
calculate a saturation curve based on the total reach relative to the total of gross rating points delivered; and
store the saturation curve as one of a plurality of plausible curves for incorporation of saturation effects into a marketing mix model, the plurality of plausible curves to eliminate adjustment of a response curve associated with a second advertising campaign after generation of the marketing mix model, the second advertising campaign different than the simulated advertising campaign.
2. The apparatus of claim 1 , wherein the respective members define a subset of members of the target population, the processor circuitry to define the subset based on an identified penetration for the second advertising campaign.
3. The apparatus of claim 2 , wherein the processor circuitry is to randomly select the subset to be exposed to the advertisement.
4. The apparatus of claim 1 , wherein the total reach achieved corresponds to a number of the members exposed to the advertisement at least a same amount as an effective frequency for the second advertising campaign.
5. The apparatus of claim 4 , wherein the processor circuitry is to cause simulations of the advertisement to be repeated until respective ones of the members have been exposed to the advertisement at least the same amount as the effective frequency.
6. The apparatus of claim 4 , wherein the effective frequency corresponds to an initial effective frequency identified for the second advertising campaign.
7. The apparatus of claim 4 , wherein the effective frequency is within a range of effective frequencies identified for the second advertising campaign.
8. The apparatus of claim 4 , wherein the saturation curve is a first saturation curve, and the processor circuitry is to identify the effective frequency based on a second saturation curve associated with a third advertising campaign, the third advertising campaign different than the simulated advertising campaign and the second advertising campaign.
9. The apparatus of claim 1 , wherein the processor circuitry is to:
determine a penetration for the second advertising campaign;
define a subset of the target population based on the penetration, the subset including the respective members; and
randomly select a portion of the subset to be exposed to the advertisement.
10. The apparatus of claim 9 , wherein the saturation curve is a first saturation curve, and the processor circuitry is to:
modify the penetration for the second advertising campaign; and
determine a second saturation curve for the second advertising campaign based on exposure of the respective members of the target population to the advertisement and the modified penetration.
11. A non-transitory machine readable storage medium comprising instructions to cause processor circuitry to at least:
identify a number of times respective members of a target population are exposed to an advertisement associated with a simulated advertising campaign;
determine a total of gross rating points delivered in the simulated advertising campaign, the total of gross rating points delivered corresponding to a sum of first gross rating points associated with a first simulation of the advertisement and second gross rating points associated with a second simulation of the advertisement;
determine a total reach achieved relative to the total of gross rating points delivered;
calculate a saturation curve based on the total reach relative to the total of gross rating points delivered; and
store the saturation curve as one of a plurality of plausible curves for incorporation of saturation effects into a marketing mix model, the plurality of plausible curves to eliminate adjustment of a response curve associated with a second advertising campaign after generation of the marketing mix model, the second advertising campaign different than the simulated advertising campaign.
12. The non-transitory machine readable storage medium of claim 11 , wherein the respective members define a subset of members of the target population, the subset identified based on an identified penetration for the second advertising campaign.
13. The non-transitory machine readable storage medium of claim 12 , wherein the processor circuitry is to randomly select the subset to be exposed to the advertisement.
14. The non-transitory machine readable storage medium of claim 11 , wherein the total reach achieved corresponds to a number of the members exposed to the advertisement at least a same amount as an effective frequency for the second advertising campaign.
15. The non-transitory machine readable storage medium of claim 14 , wherein the processor circuitry is to cause the advertisement to be repeated until respective ones of the members have been exposed to the advertisement at least the same amount as the effective frequency.
16. The non-transitory machine readable storage medium of claim 14 , wherein the effective frequency corresponds to an initial effective frequency identified for the second advertising campaign.
17. The non-transitory machine readable storage medium of claim 14 , wherein the effective frequency is within a range of effective frequencies identified for the second advertising campaign.