The Forward

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

What matchback analysis measures, what it misses, and how to fill the gaps
Latest Oct 13, 2026

What matchback analysis measures, what it misses, and how to fill the gaps

Matchback analysis shows who bought after your direct mail campaign, but not what the mail added. Learn what it misses and how to fill the gaps.

Linnea Zielinski Linnea Zielinski
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All articles

Can MMM measure influencer marketing?
Oct 12, 2026 · Marketing Measurement

Can MMM measure influencer marketing?

Linnea Zielinski

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Funnel strategy for digital marketing: How to build one where every stage earns its budget
Oct 12, 2026 · Strategy

Funnel strategy for digital marketing: How to build one where every stage earns its budget

Linnea Zielinski

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How to improve direct mail response rates (& count the responses you're missing)
Oct 9, 2026 · Strategy

How to improve direct mail response rates (& count the responses you're missing)

Linnea Zielinski

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Can MMM predict what will happen if you increase ad spend?
Oct 8, 2026 · Marketing Measurement

Can MMM predict what will happen if you increase ad spend?

Linnea Zielinski

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What is EDDM? Every Door Direct Mail explained
Oct 8, 2026 · Strategy

What is EDDM? Every Door Direct Mail explained

Linnea Zielinski

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Can MMMs measure campaigns, or only channels?
Oct 7, 2026 · Marketing Measurement

Can MMMs measure campaigns, or only channels?

Linnea Zielinski

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Top of funnel marketing tactics that work and how to prove it
Oct 7, 2026 · Strategy

Top of funnel marketing tactics that work and how to prove it

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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