Glossary - prova

Overview

The portion of business outcome that appears to change because marketing existed.

Demand that likely would have occurred without the visible media contribution in the measured window.

Downstream impact created in another channel or conversion path.

The persistence of media effect after the original exposure period.

The point where additional spend produces weaker incremental efficiency.

A situation where combinations of media perform better together than in isolation.

The business outcome being modeled or reported.

The logical input layer that connects source data to modeling and reporting.

A single logical layer built from multiple underlying member layers.

The customer-facing validation report for predicted versus actual model fit.

A forward-looking view of which upcoming dates appear stronger or weaker for a selected KPI.