In your opinion, what do you think is the best way to measure the long term impact of a company’s marketing activity ?

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Especially for non-digital ads ! Eg. TV

Related to what type of outcomes? That will determine the type of solution you need

What are the different outcomes? In my mind long term kind of equates to brand equity?

Equity in terms of what though? If you’re just looking to measure brand health from a self reported standpoint, you should use brand health trackers. Equity needs to translate to sales, though, to have meaning for a business. This is what is referred as your base in MMM. There is no sufficient way to measure long term impact for a given/individual tactic in my experience

No, because it’s provided at an aggregate level. You could speculate, but that’s not a very scientific way to go about it. Your base will also take into account long term impact across your entire marketing mix, not just media

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