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I liked this post and am very interested in the particular topic of measuring impact of offline media campaigns using web analytics. You mention "common testing media markets" above. Do you mean that there are particular markets in which web companies usually test efficiency of their campaigns because of being able to more easily setup the test and control groups for some reason? If so, can you please provide examples of such markets and mention which offline meadia are they usually used with (e.g. newspapers, magazines, TV, or some combinaiton, etc.)? I would also be very interested in any furthere references on the same topic in books, blogs, etc.

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