Methods and apparatus to incorporate saturation effects into marketing mix models
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United States of America Patent
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Aug 1, 2017
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app pub date -
Mar 15, 2013
filing date -
Mar 15, 2013
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Abstract
Methods and apparatus to incorporate saturation effects into marketing mix models are disclosed. A disclosed method includes calculating adstocked gross rating points associated with an advertising campaign during segments of a period of time. The adstocked gross rating points are based on raw gross rating points corresponding to the advertising campaign. The raw gross rating points are delivered during the segments of the period of time. The example method further includes calculating an effective reach realized during the segments of the period of time for the advertising campaign. The effective reach realized is based on the adstocked gross rating points.
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