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

Measurement plan

Also called: analytics plan

ELI5

A document defining questions, metrics, events, methods, ownership and reporting.

Used in conversation

“How are we defining measurement plan in this deck?”

Pitch context

You will see “Measurement plan” 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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Bring the business, the evidence or the half-formed ask. We help it travel beyond the spreadsheet.

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Sources & evidence · 5

Direct term-level sources and supporting source families.