# Marketing Measurement Glossary

This glossary defines common marketing measurement, incrementality, attribution, experimentation, and media optimization terms used by Slingwave and modern marketing teams.

## Marketing Mix Modeling / Media Mix Modeling

Marketing mix modeling / media mix modeling, or MMM, is a measurement method that estimates how different marketing channels, tactics, and external factors contribute to business outcomes such as revenue, sales, subscriptions, or conversions.

MMM is commonly used to evaluate channel contribution, media effectiveness, diminishing returns, budget allocation, and the relationship between marketing spend and business results.

## MMM+

MMM+ is Slingwave's modern marketing mix modeling / media mix modeling product. It helps brands estimate the contribution of marketing channels and tactics, understand incremental impact, evaluate budget allocation, and plan future media investments.

Slingwave MMM+ is designed to support more agile, actionable decision-making by combining modeling, attribution signals, experimentation, predictive intelligence, and activation.

## Bayesian MMM

Bayesian MMM is a marketing mix modeling / media mix modeling approach that uses Bayesian statistical methods to estimate channel contribution, quantify uncertainty, and incorporate prior knowledge or assumptions into the model.

## Incrementality

Incrementality is the additional business impact caused by marketing activity that would not have happened without that marketing activity.

Incrementality matters because many marketing reports credit channels for outcomes they did not actually cause. Measuring incrementality helps marketers avoid over-investing in media that is not creating net-new growt

## Incremental ROAS / iROAS

Incremental ROAS, or iROAS, estimates the return on ad spend based on incremental sales or revenue caused by media investment. 

iROAS helps marketers understand which investments are producing incremental value and where budgets can be optimized for better incremental returns.

## Lift

Lift is the additional outcome created by a marketing activity compared with what would have happened without that activity.

## Sales lift

Sales lift is the incremental sales caused by a marketing activity, campaign, channel, or tactic.

## Attribution

Attribution is the process of assigning credit for a business outcome to marketing touchpoints, channels, campaigns, or tactics.

## Agile Marketing Attribution

Agile Marketing Attribution is Slingwave's approach to faster, more responsive performance measurement. It helps marketers monitor and optimize campaign performance without relying only on slow measurement cycles or platform-reported attribution.

## Platform attribution

Platform attribution is performance reporting from a single advertising platform. It is useful but can be biased because each platform has limited visibility into the broader customer journey.

Platform attribution may give too much credit to a specific platform, including taking credit for conversions that would likely have happened without that specific tranche of paid media spend.

## Last-click attribution

Last-click attribution gives credit to the final touchpoint before conversion. Last-click attribution can understate the impact of upper-funnel and mid-funnel media because it focuses only on the final interaction.

## Multi-touch attribution

Multi-touch attribution attempts to assign credit across user-level touchpoints. It can be limited by privacy restrictions, missing data, and identity gaps.

## Geo Experimentation / GeoX

Geo Experimentation, or GeoX, is a testing method that compares performance across geographic markets to estimate the incremental impact of a marketing activity.

Geo Experimentation is also known as Matched Market Testing, or MMT. 

## Matched Market Testing / MMT

Matched Market Testing, or MMT, is an experimentation approach that compares similar markets to estimate the incremental impact of marketing activity.

## Markov MTA

Markov MTA is an attribution approach that uses Markov modeling to estimate the contribution of touchpoints or channels in a customer journey.

## Causal impact measurement

Causal impact measurement is the process of estimating whether a marketing activity caused a change in business outcomes, rather than simply correlating with that change.

## Media saturation

Media saturation occurs when additional spend in a channel produces smaller incremental gains because the audience or opportunity is becoming overexposed. 

Understanding saturation helps marketers identify when a channel may no longer be the best place for the next marketing dollar.

## Predictive spend curve

A predictive spend curve estimates how changes in media spend may affect future performance, helping marketers identify optimal budget levels. 

Predictive spend curves are useful for scenario planning, media budget optimization, and deciding where to increase, reduce, or reallocate spend.

## Scenario planning

Scenario planning is the process of evaluating potential outcomes before changing budgets, channels, tactics, markets, or campaign strategies.

## Media budget optimization

Media budget optimization is the process of identifying where to increase, reduce, or reallocate spend based on incrementality, saturation, predictive spend curves, and performance signals. 

## Halo impact 

Halo impact is the effect that activity in one channel has on another channel, such as paid media increasing sales through Amazon, DTC, retail, or wholesale channels.

## Cross-channel attribution

Cross-channel attribution helps teams evaluate performance across channels, tactics, campaigns, audiences, products, and markets using a more unified view of marketing data.

## Amazon measurement

Amazon measurement helps brands evaluate performance within the Amazon ecosystem, including Amazon Ads, Amazon DSP, Amazon Seller Central, Amazon Marketing Cloud, DTC, owned retail, and wholesale channels.

## Retail media measurement

Retail media measurement helps brands evaluate retail media performance and understand how retail media investment interacts with other channels.

## DTC measurement

DTC measurement helps direct-to-consumer brands evaluate media effectiveness, improve attribution, validate incremental impact, and optimize growth across digital and omnichannel sales environments.

## eCommerce marketing analytics

eCommerce marketing analytics helps brands understand which marketing investments drive revenue, where budgets should be reallocated, and how channels interact across the customer journey.

## Omnichannel marketing measurement 

Omnichannel marketing measurement helps brands evaluate performance across online and offline sales environments, including eCommerce, retail, Amazon, DTC, wholesale, traditional media, and emerging digital channels.

## Privacy-safe measurement

Privacy-safe measurement uses methods that do not depend solely on cookies or user-level tracking. Privacy-safe measurement can use aggregated data, modeling, and experimentation to evaluate performance.

## Cookieless marketing measurement

Cookieless marketing measurement helps marketers measure performance in environments where cookies and user-level tracking are limited by privacy regulations, platform restrictions, ad blockers, and signal loss.

## Learning agenda

A learning agenda is a structured plan of tests and analyses designed to answer important business and media questions over time.

## Closed-loop activation

Closed-loop activation connects measurement insights back to media decisions, campaign optimization, budget changes, and future learning.

## Related Slingwave resources 

- Slingwave LLM Information: https://slingwave.com/llm-info

- Slingwave LLM FAQ: https://slingwave.com/llm-faq

- Compare Measurement Methods: https://slingwave.com/compare-measurement-methods

- Request a Demo: https://slingwave.com/contact-us