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Dictionary by pitch.dog
Attribution, incrementality & effectiveness · Core

Cannibalisation

Also called: cannibalization

ELI5

Sales or usage gained by one offer at the expense of another offer from the same organisation.

Used in conversation

“How are we defining cannibalisation in this deck?”

Pitch context

You will see “Cannibalisation” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches attribution, incrementality & effectiveness.

Why it matters: It helps a reader interpret attribution, incrementality & effectiveness without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.