mediaPlanR: Reach and Exposure-Distribution Models for Media Planning
Reproducible implementations of reach and exposure-frequency
models for media planning. Provides exact reach and exposure distributions
under random duplication (Sainsbury and Binomial models); the
Beta-Binomial accumulation model and its multi-vehicle version of
Metheringham (1964) <doi:10.1080/00218499.1964.12519751>; the
ad hoc duplication and accumulation formulas of Agostini (1961)
<doi:10.1080/00218499.1961.12519620> and Hofmans (1966)
<doi:10.1177/002224376600300307>; and the multivariate exposure
distribution models of Danaher (1991) <doi:10.1177/002224379102800311>
(canonical expansion), Leckenby and Rice (1986)
<doi:10.1080/00913367.1986.10673014> (Morgensztern sequential
aggregation), Hyo Gyoo Kim (2005, doctoral dissertation, University of
Texas at Austin) (canonical sequential aggregation), Heejin Kim (1994,
doctoral dissertation, University of Texas at Austin) (conditional Beta
distribution), and Cheong (2007, doctoral dissertation, University of Texas
at Austin) and Cheong, Leckenby and Eakin (2011)
<doi:10.2753/JOA0091-3367400101> (multivariate Beta-Binomial). The three
dissertations have no DOI; their complete references are in the help
pages. Also includes an explicitly scoped Negative-Binomial count
approximation, the fitting of the Beta-Binomial model to an observed reach,
and the evaluation of predicted exposure distributions against observed
ones.
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