An analyst for a primarily brick-and-mortar retailer is reviewing measurement results from the last half for all marketing. The media plan was 50% TV…

An analyst for a primarily brick-and-mortar retailer is reviewing measurement results from the last half for all marketing. The media plan was 50% TV spend, with some Facebook (10%), search (10%), print (10%), and radio (20%). No solution provides the same numbers for a single point in time. The analyst needs to recommend how to allocate budget across channels to maximize sales for the next business quarter. Which measurement solution should be the primary source of the analyst's recommendation?