This is hard to do, how can we look at the impact of various media drivers and integration.
When there is a lot of activity and/or integrated activity, a way to help sort through this is to look at the downstream impact. So you don’t get too caught up in the nuance.
An example is, measuring foot traffic in-store. And seeing trends in that versus the activity you had in market.
This doesn’t provide a perfect proxy but it does help demonstrate, or understand, what sort of impact the activity had in market.
Then test, each quarter, run limited experiments. Often people will regionalize these experiments to better uncover. Then roll them out globally or nationally.