Glossary

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Overview

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Incrementality

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

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Base Demand

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

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Halo

Downstream impact created in another channel or conversion path.

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Hidden Lift

The share of measured incremental impact that is not visible in last-click-style reporting.

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Immediate / Same Day

The portion of measured impact that appears right away rather than later as halo or carryover.

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Carryover

The persistence of media effect after the original exposure period.

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Saturation

The point where additional spend produces weaker incremental efficiency.

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Synergy

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

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KPI

The business outcome being modeled or reported.

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Data Layer

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

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Composite Layer

A single logical layer built from multiple underlying member layers.

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Proof

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

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Opportunity Days

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

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Spend Headroom

A channel-by-channel planning view that shows whether a channel may have room to scale, should hold steady, or may be over the line against a target.

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Assigned Value Metric

A predetermined dollar value applied to events so event-based performance can be translated into financial terms and evaluated with ROAS instead of only CPA.