1) The document discusses how to effectively allocate media budgets across different channels like TV, print, online, direct mail, etc.
2) It notes several key issues that prevent accurately measuring the return on media investment (ROMI) from different channels, such as lack of baselines, conflicting figures, and attributing profits.
3) The document emphasizes that de-duplication of conversions and full purchase path tracking across channels are necessary to properly analyze the ROMI and influence of different media.