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.