Abstract: A method includes collecting individual-level data (for example, survey data) corresponding to each of one or more individuals who has been exposed to advertising for a product or service. A representative sample may be created from the individual-level data. A model may be created based on factors relating to acquisition of the product or service. A response to the advertisements is assessed based on the model. In some embodiments, intermediate measures to sales are included in the model. In some embodiments, the individual-level model is integrated with a historical model.

Abstract: A method for determining advertising effectiveness of cross-media campaigns provided. The effectiveness of the combined campaign is plotted, and the effects of different media are isolated. Examining complementary effects and synergies are examined, and a dollar-for-dollar comparison for each of the media is performed. This dollar-for-dollar comparison may include a return on marketing objective calculation. If applicable, budget re-allocations are recommended. Optionally, post effectiveness, efficiency, and allocation analysis are performed. Such analysis may include providing descriptive advertising and media suggestions on each media independently.