Nederlands 
English Marketing analytics terms, clearly explained
Marketing Mix Modeling, attribution, incrementality, adstock and marginal return are often used interchangeably. Yet they do not mean the same thing. In this glossary we explain what each term means, which question it answers and where the limits of the method lie.
What exactly does a term mean?
A model can be useful for explaining past performance and at the same time uncertain about the effect of a large future budget change. Without that distinction, an analysis can look more precise than it really is. That is why we give a practical application for each term and, where relevant, an example.
Use the terms in concrete decisions
The glossary helps you interpret the results of an analysis correctly.
What is Marketing Mix Modeling (MMM)? Explanation and application
Marketing Mix Modeling, or MMM, is a statistical method that calculates how much each media channel contributes to your revenue. It includes TV and radio, with…
ConceptWhat is cross-media attribution? Explanation
Cross-media attribution determines how much each channel contributes to your revenue, across online and offline media combined. It solves the problem of platforms claiming each other's…
ConceptIncrementality in marketing: what it is and how you measure it
Incrementality is the revenue a channel truly adds, on top of what would have happened anyway. It is the only measure that tells you whether a…
ConceptMarketing ROI calculation: formula and pitfalls
Marketing ROI shows what your media actually returns. The formula is simple. The pitfall lies in the numbers you put into it.
ConceptWhat is first-party attribution? Explanation
First-party attribution measures your marketing results with data you own yourself. It keeps working as third-party cookies disappear, but it does have a blind spot.
ConceptMulti-touch attribution explained: models and limits
Multi-touch attribution distributes the credit for a conversion across all the touchpoints that preceded it. That is fairer than last-click, but the distribution remains an assumption.
ConceptMedia saturation curve: what diminishing returns mean
No channel delivers endlessly more with more budget. The saturation curve shows where the additional euro starts to weaken, and therefore where you are better off…
ConceptPredictive marketing analytics: what it is and how it works
Most marketing analysis looks backward. Predictive marketing analytics looks forward: it forecasts revenue and return so you can act before the quarter is over.
ConceptMarketing budget forecasting: how to forecast budget and revenue
Marketing budget forecasting connects the budget you commit to the revenue it is expected to generate. It turns a budget plan into a substantiated forecast.
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