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Brand Metrics 

Aided Brand Awareness:
Measures respondents’ familiarity with your brand

Brand Favourability:
Measures respondents’ opinion of your brand

Message Association:
The extent to which your advertising message or tagline is associated or "linked" to your brand name

Online Ad Awareness:
Measures the extent to which respondents recall seeing your brand advertised online

Purchase Intent:
The respondents' likelihood to buy your product/service in the future

Unaided Brand Awareness:
Measures respondents’ top-of-mind awareness of your brand

Additional Terms 

AI Score:
A value that ranks online campaign performance in relation to other similar campaigns that are in Dynamic Logic’s MarketNorms database

Baseline:
Pre-campaign exposure awareness, favourability and intent levels

Brand Attributes:
Measures respondents' agreement with certain value propositions as they relate to your brand

Confidence Level:
Dynamic Logic uses a 90% confidence level. It is the probability that if a metric increases at 90%, the odds are 90 to 10 that the same metric increased among everyone who saw the ad. If a lower confidence level is used, the odds are too high that the difference between the Control and Exposed groups can be attributed to sampling error and not the ad campaign.

Control/Exposed Methodology:
Measures the branding value of online ad campaigns as they run live across a site or set of sites. Two groups are simultaneously sampled and their responses compared. Both groups are surveyed at the same time about their attitudes toward the brand in the creative however, the only difference is that the Exposed group has seen the creative and the Control group has not. Therefore the lift seen in the results can be attributed to the effect of the creative.

Delta (Δ):
The difference between Exposed and Control scores

Frequency of Exposure:
The number of times a respondent is exposed to the ad

Lift:
Measures the relative difference between the branding level of the Exposed cell against the Control cell. Also know as the percentage change and calculated in the following way: (Exposed-Control)/Control.

Pre-Control Recruitment:
Establishes baseline metric levels prior to online campaign launch

Simultaneous Recruitment:
Allows for point-in-time analysis of campaign performance across difference audience segments, exposure frequencies, creative formats and site placements

Statistically Significant:
Statistical significance is a measure of probability. At Dynamic Logic, a statistically significant result means that there is only a 10% chance that the measured difference between two groups (Control and Exposed) would occur in a random sample if the two groups were not truly different from the entire population.

Two-Tailed T-Test:
A hypothesis test used at Dynamic Logic to determine whether the difference between scores across two different random samples is a result of exposure to the campaign or due to chance

Weighting:
Weighting is used in almost all surveys as a means of ensuring that the survey represents the population, from which it was sampled. A typical survey might be weighted to key demographics from a census or syndicated research source. Dynamic Logic uses weighting to match Control to Exposed taking into account all demographic and psychographic differences among the overall sample of respondents.