Posting a question I received. If someone has insights please share with me!

- Are there econometric models (those used to measure the impact of advertising / media on sales) that also take digital into account, but in a "serious" way?

Here we have several FMCG clients who use the econometric models of the media center that consider all channels (including digital) but the conclusion is always that you have to invest in TV (where they marginalize the most). … rest in first comment

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While only digital models come from the individual platforms (eg Facebook Brand Lift) but do not speak to the rest.

Do you know different solutions?

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