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

Saturation

Also called: media saturation

ELI5

A point at which additional media or spend produces substantially lower incremental effect.

Used in conversation

“Compare saturation with the same cohort and period before drawing a conclusion.”

Pitch context

You will see “Saturation” 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.

Connected terms

  • SaturationThe same visible label “Saturation” names different concepts.
When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.