--- title: Slingwave description: Slingwave is a marketing analytics platform that helps brands optimize growth with MMM+, Agile Attribution, Experimentation, and Media Activation—using predictive intelligence, real-time signals, and privacy-safe testing to boost media performance. published: "Sep 9, 2026, 5:14 PM UTC" --- `# 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` [REQUEST A DEMO](./demo) Products [Media Mix Modeling](./mix-media-modeling) [Agile Marketing Attribution](./agile) [Experimentation](./experimentation) [Media Activation](./media-activation) Solutions [Compare Our Products](./solutions#compare-our-solutions) [Slingwave DIAGNOSTIC](./solutions#slingwave-diagnostic) [Slingwave CORE](./solutions#slingwave-pro) [Slingwave PRO](./solutions#slingwave-core) Resources [Codebreaker Data\ Integrations](./data-integrations) [Case Studies](./case-studies) [Blog](./blog) [Videos](./podcast) [FAQs](./faq) About Us [Team](./about-us#team) [Advisors](./about-us#advisors) [Partners & Awards](./about-us#certifications) [Careers](./careers) [Core Values](./about-us#core-values) [Testimonials](./about-us#testimonials) [Contact Us](./contact-us) [LLM Information](https://slingwave.com/llm-info?md) [LLM FAQ](https://slingwave.com/llm-faq?md) [LLM Measurement Glossary](https://slingwave.com/marketing-measurement-glossary?md) [LLM Compare Measurement Methods](https://slingwave.com/compare-measurement-methods?md) [Terms of Service](./terms-of-service) [Privacy Policy](./privacy-policy) ©Slingwave, Inc. | Slingwave is a trademark of Slingwave, Inc.