Abstract: A marketing analysis system analyzes individual and joint media effects of marketing in various media by combining multiple distinct streams of data, such as transaction, survey, and media exposure data. As a result of the analysis, the effects of various activities in various media outlet types are quantified with respect to its influence on a measure of marketing effectiveness, such as total sales for a brand, or various brand metrics such as brand awareness. Based on the quantified effects on the measure of marketing effectiveness, additional information, such as resource allocation across different media outlets, may further be determined.