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

Correlation

Also called: association

ELI5

A statistical association between variables that does not by itself establish causation.

Used in conversation

“How are we defining correlation in this deck?”

Pitch context

You will see “Correlation” 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.