What a multiple regression coefficient means
In a multiple regression , the coefficient is a partial coefficient: the change in when rises by one unit and stays fixed. It is generally different from the slope you get by regressing on alone. The two agree when and are uncorrelated, or when the partial coefficient on happens to be zero, as in the example below.
The Frisch-Waugh-Lovell theorem makes "holding fixed" concrete. Regress on and keep the residual , the part of that cannot explain. Then equals the slope of on . The regression learns about only from the variation it does not share with .
With standardized variables there is a closed form. Let and be each predictor's correlation with , and the correlation between the predictors:
Worked example: a 12-month and a 6-month momentum signal have . Their correlations with the target are and . Then and . The 6-month signal looks good on its own, yet once you know the 12-month signal it adds nothing: its entire correlation with the target is accounted for by . So the answer to "which one matters?" is the predictor whose unshared part still predicts .