Measurement Glossary
The language behind measurement.
Explore the key terms, concepts and methodologies behind modern marketing measurement — explained clearly, simply and without the jargon.
Measurement Fundamentals
- Brand Lift
- The change in how people think or feel about a brand after encountering a campaign, measured against a comparable group that did not.
- Campaign Measurement
- Evaluating what a campaign achieved — reach, response, and effect — rather than only whether it was delivered.
- Audience Measurement
- Understanding who was reached and how that audience responds, not only how many impressions were served.
- Incrementality
- The additional effect caused by the campaign itself — the difference versus what would have happened without it.
- Control Group
- People who did not encounter the campaign, used as a baseline so exposed-group results can be compared fairly.
- Statistical Significance
- A statistical measure used to determine whether an observed difference is likely to reflect a real effect rather than random variation.
- Confidence Level
- How sure you can be that a reported difference is not just chance — often expressed as a percentage such as 95%.
- Sample Size
- How many unique responses a study collects; larger samples make small differences easier to trust.
Audience & Response
- Audience & Consumer Response
- What people think, feel, or intend after encountering a brand or message — including attitudes and stated intent. The signal Datamoire is built to measure.
- Perception
- How people see or understand a brand, product, or message at a point in time.
- Attitude
- A lasting evaluation of a brand or category — favourable, unfavourable, or somewhere between.
- Behavioural Intent
- What people say they are likely to do next — visit, try, recommend, or buy — after exposure.
- Purchase Intent
- How likely someone says they are to buy a brand or product within a defined window.
- Consideration
- Whether a brand is in the set of options someone would seriously think about choosing.
- Preference
- Choosing one brand over alternatives when asked which they favour.
- Awareness
- Whether people know or recognise a brand — often the first step in the response funnel.
Research & Methodology
- Randomisation
- Assigning answer order or study conditions by chance so order and selection effects do not systematically bias results.
- Response Bias
- When answers are skewed by how a question is asked, ordered, or framed — rather than by what people truly think.
- Selection Bias
- When the people who enter a study are not representative of the audience you meant to measure.
- Control Group
- People who did not encounter the campaign, used as a baseline so exposed-group results can be compared fairly.
- Exposed Group
- People who encountered the campaign (or creative), against whom response is compared to the control.
- Verification
- Quality checks that ensure a response is genuine, unique, and eligible before it counts toward results.
- Statistical Significance
- A statistical measure used to determine whether an observed difference is likely to reflect a real effect rather than random variation.
- Cross-platform Measurement
- Reading campaign performance across multiple digital environments on one consistent instrument.
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