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Measurement & Experimentation

Attribution model: Definition and Commercial Context

A rule or method for assigning credit among interactions associated with conversion.

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Measurement & Experimentation

Attribution window: Definition and Commercial Context

The time period within which interactions may receive credit for an outcome.

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Measurement & Experimentation

Average revenue per user: Definition and Commercial Context

Revenue divided by users or accounts under a defined measurement convention.

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Measurement & Experimentation

Balanced scorecard: Definition and Commercial Context

A strategy-management framework combining financial and non-financial perspectives.

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Measurement & Experimentation

Baseline measurement: Definition and Commercial Context

An initial observation used as a reference for evaluating change.

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Measurement & Experimentation

Benchmark: Definition and Commercial Context

A reference value used to compare performance or capability.

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Measurement & Experimentation

Benchmarking: Definition and Commercial Context

The systematic comparison of performance or practices against relevant references.

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Measurement & Experimentation

Compound annual growth rate: Definition and Commercial Context

The constant annualised growth rate linking a beginning and ending value.

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Measurement & Experimentation

Confounding variable: Definition and Commercial Context

A factor related to both a proposed cause and outcome that can distort inference.

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Measurement & Experimentation

Control group: Definition and Commercial Context

A group used as a reference against which an intervention group is evaluated.

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