Nepa x Meta Whitepaper

Long-term media effects can significantly impact a brand’s return on investment. This paper, initiated by Meta, will explore two core theories and approaches to measure these impacts, highlighting their benefits and limitations, whilst reflecting on the practical requirements and considerations for implementation.

The two theories that will be explored are:

1. Via brand metrics using a two-step modeling approach
2. Via base sales and price sensitivity using Dynamic Linear Models (DLM)