The MBA
Lexicon

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

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 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.

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

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