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.

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.

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.

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.

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.

Abstract: Methods and apparatus to incorporate saturation effects into marketing mix models are disclosed. An example apparatus includes a reach calculator to convert adstock data associated with an advertising campaign into effective reached realized (ERR) data based on a relationship between reach and adstocked gross rating points indicative of saturation effects of the advertising campaign on a target audience of the advertising campaign. The adstock data corresponds to adstocked gross rating points generated from marketing mix input data. The marketing mix input data includes (a) sales data associated with sales over a period of interest and (b) advertising data associated with the advertising campaign during the period of interest. The apparatus also includes a regression engine to determine an impact of the advertising campaign on the sales during the period of interest based on the ERR data analyzed relative to the sales data.

Abstract: Methods and apparatus to incorporate saturation effects into marketing mix models are disclosed. An example apparatus includes a reach calculator to convert adstock data associated with an advertising campaign into effective reached realized (ERR) data based on a relationship between reach and adstocked gross rating points indicative of saturation effects of the advertising campaign on a target audience of the advertising campaign. The adstock data corresponds to adstocked gross rating points generated from marketing mix input data. The marketing mix input data includes (a) sales data associated with sales over a period of interest and (b) advertising data associated with the advertising campaign during the period of interest. The apparatus also includes a regression engine to determine an impact of the advertising campaign on the sales during the period of interest based on the ERR data analyzed relative to the sales data.

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.

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.

Abstract: Methods, apparatus, systems and articles of manufacture are disclosed to evaluate model stability and fit. An example method disclosed herein includes building a fit function based on causal factors associated with a marketing mix model, building a stability function based on override factors associated with corresponding ones of the causal factors, and integrating scaling factors into the stability function to facilitate a combined regression analysis of the fit function and the stability function, the scaling factors respectively associated with corresponding causal factors.