Evaluating Traffic Safety Campaigns: A Guide (2025)
Chapter: Glossary
Glossary
Attribution Studies, also known as marketing attribution, use a set of rules that determines how campaign analytics apply credit for clicks and audience conversions. Attribution studies assign credit or revenue back to the media channels that best engage and convert target audiences.
Audience Profiling is the practice of analyzing and segmenting audiences based on shared behaviors to market to them more effectively. Building comprehensive audience profiles gives you a deeper, more holistic understanding of who you are reaching, ranging from their social habits and how they interact with your marketing and advertising campaign, to which platforms and social and digital media networks they use most frequently.
Audience Reach is the number of people within an audience segment who see your advertising and marketing materials.
Audience Engagement is a group of peopleʼs active and positive response to an advertisement or marketing message. When the advertiser aims to keep the audienceʼs interest, attention, and participation during the ad campaign, audience engagement is one of three key areas important to driving action.
Audience Conversion refers to audiences reaching a page on your site, which you consider a success page (e.g., filling out and submitting a form or downloading content). A segment created to track such an audience is a conversion audience/segment.
Key Performance Indicators (KPIs) are the critical (key) quantifiable indicators of progress toward an intended result. KPIs provide a focus for strategic and operational improvement, create an analytical basis for decision-making, and help focus attention on what matters most. Managing with the use of KPIs includes setting targets (the desired level of performance) and tracking progress against those targets. Managing with KPIs often means working to improve performance using leading indicators, which are precursors of future success, that will later drive desired impacts.
Media Impressions are one of the most important and broadly accepted ways to measure the impact of advertising and public relations campaigns. Media impressions, which measure the number of times a piece of content—be it a newspaper article, a billboard, a Facebook post, an ad, or a blog post—are consumed. Impressions are frequently mistaken for reach, which indicates the number of unique people who consume a piece of content. If a person reads a news article 10 times, the impression count on the article is 10, while its reach is one.
Probabilistic Data is information that is based on relational patterns and the estimated likelihood of certain outcomes, where the value is based on past market conditions and probability outcomes. Probabilistic data is used in a way that helps campaign managers (experts and coordinators) narrow and define answers to certain types of queries quickly and accurately—wherein the data is not guaranteed to give exact answers but can provide approximate answers that are optimally in line with campaign objectives and goals.
Syndicated Research is research that is independently conducted, published, and sold by a market research firm. The market research firm leverages its industry expertise and experience to determine the subject and scope of the study, including the questions asked and the populations targeted and offers its results and analysis to multiple clients. Market research is the systemic gathering of information about and analysis of the factors that influence an industry: emerging trends, customer behavior, brand positioning, and product usage. The data generated through market research is an invaluable tool for professionals working in brand marketing, competitive intelligence, or business strategy. By using information produced by sound research practices, marketers and advertisers can make data-driven decisions to ensure maximum return on investment (ROI) from their marketing spend, focus their efforts on the right market segments, and prepare for future developments and changes in the market.
