MULTI-MARKET CALIBRATION OF CONVENIENCE PANEL DATA TO REDUCE BEHAVIORAL BIASES
Example methods, apparatus, systems and articles of manufacture to implement calibration of convenience panel data to reduce behavioral bias are disclosed. Disclosed example apparatus include a distribution estimator to determine a first behavioral distribution for first convenience panel data associated with a first market and a measurement period, determine a second behavioral distribution for second convenience panel data associated with a second market and the measurement period, and determine a third behavioral distribution for probabilistic panel data associated with the second market and the measurement period. Disclosed example apparatus also include a distribution calibrator to calibrate the first behavioral distribution determined for the first convenience panel data associated with the first market based on (i) the second behavioral distribution determined for the second convenience panel data associated with the second market and (ii) the third behavioral distribution determined for the probabilistic panel data associated with the second market.
1 . An audience measurement calibration system comprising:
at least one processor;
memory storing computer readable instructions that, when executed by the at least one processor, cause performance of a set of operations including:
obtaining first panel data associated with media impressions in a first market during a first measurement period;
obtaining second panel data associated with media impressions in a second market during the first measurement period;
obtaining third panel data associated with media impressions in the second market during the first measurement period, wherein the third panel data is generated at least in part using data obtained from a plurality of meters that monitor media presentation devices in respective media presentation environments of the second market, and wherein the third panel data includes demographic characteristics associated with the respective media presentation environments;
calibrating the first panel data associated with the first market based on the second panel data associated with the second market and the third panel data associated with the second market to determine calibrated first panel data associated with the first market; and
outputting the calibrated first panel data associated with the first market.
2 . The audience measurement calibration system of claim 1 , wherein the set of operations further includes determining calibration weights to apply to the first panel data based at least in part on the demographic characteristics associated with the third panel data and a target demographic, and wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
3 . The audience measurement calibration system of claim 1 , wherein the set of operations further includes determining calibration weights to apply to the first panel data based at least in part on a second behavioral distribution associated with the second panel data, a third behavioral distribution associated with the third panel data, and a first behavioral distribution associated with the first panel, and wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
4 . The audience measurement calibration system of claim 3 , wherein the set of operations further includes:
determining the first behavioral distribution based on the first panel data;
determining the second behavioral distribution based on the second panel data; and
determining the third behavioral distribution based on the third panel data.
5 . The audience measurement calibration system of claim 1 , wherein the set of operations further includes:
establishing a calibration behavioral distribution for the first measurement period based on the third panel data; and
determining calibration weights to apply to the first panel data based on the calibration behavioral distribution, and
wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
6 . The audience measurement calibration system of claim 5 , wherein the set of operations further includes:
establishing an additional calibration behavioral distribution for a second measurement period subsequent to the first measurement period based on the output calibrated first panel data; and
determining additional calibration weights to apply to additional first panel data associated with media impressions in the first market during the second measurement period based on the additional calibration behavioral distribution.
7 . The audience measurement calibration system of claim 6 , wherein the set of operations further includes calibrating the additional first panel data associated with the first market based on the additional calibration weights.
8 . A computer implemented method comprising:
obtaining first panel data associated with media impressions in a first market during a first measurement period;
obtaining second panel data associated with media impressions in a second market during the first measurement period;
obtaining third panel data associated with media impressions in the second market during the first measurement period, wherein the third panel data is generated at least in part using data obtained from a plurality of meters that monitor media presentation devices in respective media presentation environments of the second market, and wherein the third panel data includes demographic characteristics associated with the respective media presentation environments;
calibrating the first panel data associated with the first market based on the second panel data associated with the second market and the third panel data associated with the second market to determine calibrated first panel data associated with the first market; and
outputting the calibrated first panel data associated with the first market.
9 . The computer implemented method of claim 8 , further comprising determining calibration weights to apply to the first panel data based at least in part on the demographic characteristics associated with the third panel data and a target demographic, and wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
10 . The computer implemented method of claim 8 , further comprising determining calibration weights to apply to the first panel data based at least in part on a second behavioral distribution associated with the second panel data, a third behavioral distribution associated with the third panel data, and a first behavioral distribution associated with the first panel, and wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
11 . The computer implemented method of claim 8 , further comprising:
establishing a calibration behavioral distribution for the first measurement period based on the third panel data; and
determining calibration weights to apply to the first panel data based on the calibration behavioral distribution, and
wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
12 . The computer implemented method of claim 11 , further comprising:
establishing an additional calibration behavioral distribution for a second measurement period subsequent to the first measurement period based on the output calibrated first panel data; and
determining additional calibration weights to apply to additional first panel data associated with media impressions in the first market during the second measurement period based on the additional calibration behavioral distribution.
13 . The computer implemented method of claim 12 , further comprising calibrating the additional first panel data associated with the first market based on the additional calibration weights.
14 . A non-transitory computer readable medium having stored thereon computer readable instructions that, when executed by at least one processor of a computing system, cause the computing system to perform a set of operations including:
obtaining first panel data associated with media impressions in a first market during a first measurement period;
obtaining second panel data associated with media impressions in a second market during the first measurement period;
obtaining third panel data associated with media impressions in the second market during the first measurement period, wherein the third panel data is generated at least in part using data obtained from a plurality of meters that monitor media presentation devices in respective media presentation environments of the second market, and wherein the third panel data includes demographic characteristics associated with the respective media presentation environments;
calibrating the first panel data associated with the first market based on the second panel data associated with the second market and the third panel data associated with the second market to determine calibrated first panel data associated with the first market; and
outputting the calibrated first panel data associated with the first market.
15 . The non-transitory computer readable medium of claim 14 , wherein the set of operations further includes determining calibration weights to apply to the first panel data based at least in part on the demographic characteristics associated with the third panel data and a target demographic, and wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
16 . The non-transitory computer readable medium of claim 14 , wherein the set of operations further includes determining calibration weights to apply to the first panel data based at least in part on a second behavioral distribution associated with the second panel data, a third behavioral distribution associated with the third panel data, and a first behavioral distribution associated with the first panel, and wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
17 . The non-transitory computer readable medium of claim 16 , wherein the set of operations further includes:
determining the first behavioral distribution based on the first panel data;
determining the second behavioral distribution based on the second panel data; and
determining the third behavioral distribution based on the third panel data.
18 . The non-transitory computer readable medium of claim 14 , wherein the set of operations further includes:
establishing a calibration behavioral distribution for the first measurement period based on the third panel data; and
determining calibration weights to apply to the first panel data based on the calibration behavioral distribution, and
wherein calibrating the first panel data includes applying the determined calibration weights to the first panel data.
19 . The non-transitory computer readable medium of claim 18 , wherein the set of operations further includes:
establishing an additional calibration behavioral distribution for a second measurement period subsequent to the first measurement period based on the output calibrated first panel data; and
determining additional calibration weights to apply to additional first panel data associated with media impressions in the first market during the second measurement period based on the additional calibration behavioral distribution.
20 . The non-transitory computer readable medium of claim 19 , wherein the set of operations further includes calibrating the additional first panel data associated with the first market based on the additional calibration weights.