1. An apparatus, comprising: a network interface; memory to store instructions; and processing circuitry coupled with the network interface and the memory, the processing circuitry operable to execute the instructions, that when executed, cause the processing circuitry to: generate a plurality of rate indices from historical rate information for one or more products, each of the rate indices associated with a different lead time, each of the different lead times is a different number of days between a rate date for the historical rate information and a reputation date for the historical reputation information, perform a correlation function on each of the plurality rate indices and a reputation index to determine a correlation coefficient for each of the plurality rate indices, each of the plurality rate indices associated with one of the different lead times, the reputation index based on the historical reputation information for the one or more products, determine a rate index from the plurality of rate indices associated with an optimal lead time based on one of the correlation coefficients indicating a maximum correlation between the rate index and the reputation index, generate a multiple linear regression model comprising one or more parameters using the rate index, the reputation index and one or more indicator values, and determine a reputation impacted rate for a product with the multiple linear regression model based on the one or more parameters, a current reputation index associated with the product, a demand index associated with the product, and the one or more indicator values.