The MBA
Lexicon

The process of assigning credit to marketing touchpoints that contribute to a conversion.

The commercial value derived from consumer perception of a brand beyond the functional product.

Measures taken to ensure a brand's advertising does not appear alongside harmful or inappropriate content.

The systematic process of increasing the percentage of users who complete a desired action.

The cost of 1,000 advertising impressions in a given media channel.

A structured document that communicates brand requirements, creative direction, and campaign goals to an influencer or content creator.

The ecosystem of independent content creators who monetize audiences through platforms, brand deals, and digital products.

Private sharing of content through channels that cannot be tracked by analytics tools.

A metric that quantifies the equivalent cost of organic coverage in paid media terms.

A measurement methodology that isolates the true causal lift generated by a marketing activity.

An AI model trained on vast text datasets, capable of generating, summarising, and transforming language.

Real-time video shopping where hosts demonstrate and sell products directly to a live audience.

A statistical analysis technique that measures the contribution of each marketing channel to overall business outcomes.

Content creators with 1,000–10,000 followers who typically demonstrate high engagement rates and niche authority.

The practice of sending products to influencers or journalists without a formal paid arrangement.

The percentage of total category conversation or advertising exposure owned by a brand.

The practice of monitoring digital channels for mentions, sentiment, and conversations relevant to a brand or category.

The psychological phenomenon where people mirror the actions or endorsements of others.

Any content—images, video, reviews, posts—created by consumers rather than brands.

Data that customers intentionally and proactively share with a brand in exchange for value.