20240037600. METHODS AND APPARATUS TO INCORPORATE SATURATION EFFECTS INTO MARKETING MIX MODELS simplified abstract (The Nielsen Company (US), LLC)
METHODS AND APPARATUS TO INCORPORATE SATURATION EFFECTS INTO MARKETING MIX MODELS
Organization Name
Inventor(s)
Nathan Brixius of Evanston IL (US)
METHODS AND APPARATUS TO INCORPORATE SATURATION EFFECTS INTO MARKETING MIX MODELS - A simplified explanation of the abstract
This abstract first appeared for US patent application 20240037600 titled 'METHODS AND APPARATUS TO INCORPORATE SATURATION EFFECTS INTO MARKETING MIX MODELS
Simplified Explanation
The patent application describes methods and apparatus for incorporating saturation effects into marketing mix models. The apparatus includes means for converting adstock data into effective reached realized (ERR) data based on a first saturation curve. The adstock data corresponds to adstocked gross rating points generated from marketing mix input data. The apparatus further includes means for performing regression analysis to identify the first saturation curve and determine the impact of the advertising campaign on sales during a period of interest based on the ERR data relative to sales data.
- The patent application aims to incorporate saturation effects into marketing mix models.
- The apparatus converts adstock data into effective reached realized (ERR) data based on a saturation curve.
- Regression analysis is performed to identify the saturation curve and determine the impact of the advertising campaign on sales.
- The technology helps in understanding the saturation effects of an advertising campaign on a target audience.
- It provides a quantitative measure of the impact of the advertising campaign on sales.
Potential applications of this technology:
- Marketing and advertising analytics
- Campaign optimization and planning
- Media buying and allocation decisions
- ROI analysis and measurement
Problems solved by this technology:
- Lack of understanding of saturation effects in marketing mix models
- Difficulty in quantifying the impact of advertising campaigns on sales
- Inefficient allocation of marketing budgets
Benefits of this technology:
- Improved accuracy in measuring the impact of advertising campaigns
- Enhanced decision-making for marketing strategies and budget allocation
- Optimization of advertising campaigns for maximum effectiveness
- Better understanding of the saturation effects on target audiences.
Original Abstract Submitted
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.
