Attribution
A rule or model for assigning recorded outcomes to marketing interactions.
Data Intelligence PH
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114 original, plain-language definitions for business measurement, Philippine indicators, research and responsible data operations.
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Use a definition with its scope and caution. Provider-specific metric definitions can differ. These notes are educational.
Attribution window
The interval in which an interaction can receive credit for an outcome.
Audience
The people or accounts included in a communication or measurement scope.
Awareness
Recognition or recall of a brand within a defined audience.
Brand consideration
Whether respondents include a brand among options they might choose.
Brand loyalty
A defined pattern of repeated preference or purchasing.
Brand tracking
Repeated measurement of agreed brand indicators.
Campaign
A bounded collection of marketing activity organized around a purpose.
Channel
A defined route through which communication reaches an audience.
Click-through rate
Clicks divided by impressions, expressed as a percentage.
Conversion
A recorded action selected as an outcome, such as an inquiry or purchase.
Conversion rate
Conversions divided by an explicitly chosen eligible denominator.
Cost per click
Ad spend divided by counted clicks.
Cost per acquisition
Included acquisition spend divided by recorded acquisitions.
Cost per lead
Included spend divided by qualifying recorded leads.
Cost per thousand
Spend divided by impressions and multiplied by one thousand.
Customer acquisition cost
A defined total of acquisition costs divided by new customers.
Customer journey
The sequence of touchpoints a customer experiences around a decision or service.
Customer retention
Continued participation or purchasing by a defined customer cohort.
Churn rate
Departures from a defined customer population over a stated period.
Engagement
A defined interaction such as a click, comment or response.
Engagement rate
Counted engagement divided by a stated exposure or audience measure.
Frequency
The number of exposures attributed to an audience unit in a period.
Impressions
The number of counted displays of a communication.
Reach
The deduplicated audience count under the measurement system's rules.
Lead
A person or organization expressing an interest under a defined qualification rule.
Media mix
The distribution of activity or spending across media channels.
Paid media
Distribution purchased from a publisher, platform or media owner.
Owned media
Communication surfaces an organization controls, such as its website.
Earned media
Third-party attention not purchased as the specific placement.
Return on ad spend
Attributed revenue divided by ad spend.
Return on investment
A stated net return divided by the corresponding investment.
Share of voice
A brand's measured presence divided by the defined category total.
Share of spend
A brand's spending divided by spending in a defined comparison set.
Sentiment
A classification of expressed tone or opinion in observed content.
Social listening
Reviewing permitted social content for defined topics and signals.
Search visibility
How often or prominently a site appears within a defined search measurement.
AI answer visibility
Observed brand mentions or citations in responses to a fixed set of AI questions.
Citation
A reference linking a claim to a source.
First-party data
Information an organization obtains through its own relationships or operations.
Data source
The system, publication or observation from which a value originates.
Source register
A maintained list of sources and their ownership, access and use constraints.
Provenance
Recorded information about where data came from and how it was handled.
Lineage
The sequence of transformations connecting source data to an output.
Schema
The defined structure and types of a dataset.
Record
One structured item in a dataset.
Grain
The business meaning of one row, such as one product per month.
Key
A field or group of fields used to identify or relate records.
Join
Combining records using a specified matching condition.
Duplicate
A record considered repeated under an explicit identity rule.
Missing value
An absent or unknown observation.
Zero
An observed numeric value of none in the stated unit.
Outlier
An observation unusual relative to a defined comparison.
Data quality
How well data meets the needs of a particular use.
Completeness
Presence of required records or values within a defined expected set.
Reconciliation
Comparing outputs with authoritative totals and explaining differences.
Metric contract
An agreed definition of a metric, including inputs, formula, unit and exclusions.
Denominator
The quantity dividing the numerator in a ratio.
Numerator
The counted or measured quantity above the division line in a ratio.
Percentage point
The arithmetic difference between two percentages.
Weighted average
An average in which observations contribute according to specified weights.
Baseline
The reference observation or condition used for comparison.
Cohort
A group defined by shared eligibility or starting conditions.
Sample
The selected observations used to learn about a wider population.
Population
The full set of units to which a question or result refers.
Selection bias
A distortion arising from how observations enter a sample.
Survey
A structured process for collecting responses to defined questions.
Interview
A guided conversation used to learn from a participant's account.
Hypothesis
A proposition that can be assessed using an explicit method and evidence.
Experiment
A study that deliberately changes a condition and compares outcomes.
Control group
A comparison group used to assess an intervention.
Correlation
A measured association between variables.
Causality
A relationship in which changing one condition changes an outcome.
Uncertainty
The limitations on how precisely or confidently an observation supports a conclusion.
Forecast
A model-based statement about a future outcome.
Observation period
The time interval a published value describes.
Retrieval time
The timestamp at which a system obtained a source response.
Source update
The update timestamp supplied by the publisher.
Freshness
Whether a value meets a specified age or retrieval policy.
Cached data
A stored response reused instead of a new successful retrieval.
Revision
A publisher's change to an earlier observation or estimate.
Consumer price index
An index tracking prices for a defined consumer basket under an official method.
Inflation
The percentage change in a specified price index over a stated comparison period.
Labor force
In PSA's labor statistics, people aged 15 and over classified as employed or unemployed.
Unemployment rate
Unemployed persons as a percentage of the labor force under the official definitions.
Underemployment rate
Underemployed persons as a percentage of employed persons under the official definitions.
National coverage
An observation whose stated geographic scope is the country.
Dashboard
A presentation of selected indicators for a defined audience and decision.
Dimension
A descriptive entity used to group or filter observations, such as product or date.
Fact table
A table of events or observations with measures and related keys.
Star schema
A model organized around fact tables linked to descriptive dimension tables.
Semantic model
A reusable representation of data relationships, measures and business meaning.
Data transformation
A reproducible operation that changes data's structure or values.
Refresh
Updating a dataset or report from its sources.
API
A defined interface through which software requests or exchanges information.
CSV
A text format that represents records using delimited fields.
Data dictionary
A reference explaining fields or terms and their intended meaning.
Access control
Rules and enforcement determining who may read or change a resource.
Approval
An authorized person's decision for a defined action and scope.
Audit trail
A record of relevant actions, actors, times and outcomes.
Idempotency
A property that lets a repeated request avoid duplicating its intended effect.
Retention
The defined period and conditions for keeping information.
Data minimization
Limiting collected and retained information to what a defined purpose needs.
Human review
A person evaluates evidence and exceptions before a consequential decision.
Rollback
Restoring a previously known working state after a release problem.
Availability
Whether a service is usable under its stated operating conditions.
Service level
An agreed measure of service behavior, such as response or recovery performance.
Unit price
Price expressed for a defined quantity, such as one kilogram.
Pack size
The stated amount or count in an offered package.
Promotion validity
The stated conditions and dates under which an advertised offer applies.
Eligibility
Conditions a shopper must meet to receive an offer.
Advertised price
A price stated in an observed offer.
Transaction price
The amount actually paid under the transaction's recorded conditions.
Like-for-like comparison
A comparison in which the important product, place, time and eligibility conditions match.