The Forward

Analysis, benchmarks, and practical guidance on marketing measurement and budget optimization for growth teams.

Can MMMs measure campaigns, or only channels?
Latest Oct 7, 2026

Can MMMs measure campaigns, or only channels?

Yes, MMMs can measure campaigns, but only when the model is designed for it. Most regression-based MMMs are built to stop at the channel level. Here’s why.

Linnea Zielinski Linnea Zielinski
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How do MMMs work? What happens between your data and your budget recommendation
Oct 6, 2026 · Marketing Measurement

How do MMMs work? What happens between your data and your budget recommendation

Linnea Zielinski

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Cross-channel vs omnichannel marketing: The differences that matter for your budget
Oct 5, 2026 · Strategy

Cross-channel vs omnichannel marketing: The differences that matter for your budget

Linnea Zielinski

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How effective is direct mail marketing? What the numbers show and what they miss
Oct 2, 2026 · Strategy

How effective is direct mail marketing? What the numbers show and what they miss

Linnea Zielinski

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Top of funnel vs bottom of funnel: How they differ and how to balance your budget
Oct 2, 2026 · Strategy

Top of funnel vs bottom of funnel: How they differ and how to balance your budget

Linnea Zielinski

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Multi-channel marketing challenges: What gets harder with every channel you add
Oct 1, 2026 · Marketing Measurement

Multi-channel marketing challenges: What gets harder with every channel you add

Linnea Zielinski

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You’re underestimating the value of top of funnel marketing
Sep 29, 2026 · Strategy

You’re underestimating the value of top of funnel marketing

Linnea Zielinski

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Are awareness campaigns effective?
Sep 28, 2026 · Strategy

Are awareness campaigns effective?

Linnea Zielinski

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What marketers need to know about the Utah Consumer Privacy Act
Sep 28, 2026 · Marketing Measurement

What marketers need to know about the Utah Consumer Privacy Act

Linnea Zielinski

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How your upper funnel drives revenue (even when platform reporting says it doesn't)
Sep 25, 2026 · POV

How your upper funnel drives revenue (even when platform reporting says it doesn't)

Linnea Zielinski

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Prescient vs. last-click: What your attribution model can't see
Sep 25, 2026 · Marketing Measurement

Prescient vs. last-click: What your attribution model can't see

Linnea Zielinski

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Lift vs. incrementality: what the difference actually means for your budget
Sep 24, 2026 · Marketing Measurement

Lift vs. incrementality: what the difference actually means for your budget

Linnea Zielinski

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What happens to your sales after a promotion ends
Sep 24, 2026 · POV

What happens to your sales after a promotion ends

Linnea Zielinski

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