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

Exogenous factor

Also called: external factor

ELI5

An external variable that influences outcomes but is not caused by the modelled marketing activity.

Used in conversation

“How are we defining exogenous factor in this deck?”

Pitch context

You will see “Exogenous factor” 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.