Methods and apparatus to incorporate saturation effects into marketing mix models
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United States of America Patent
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Jun 14, 2022
Grant Date -
Nov 5, 2020
app pub date -
Jul 21, 2020
filing date -
Mar 15, 2013
priority date (Note) -
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Abstract
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.
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