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

Test and control

Also called: treatment and control

ELI5

A design comparing an exposed or treated group with an untreated group.

Used in conversation

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

Pitch context

You will see “Test and control” 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.