The Forward

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

Estimating incremental lift without user-level tracking

Latest Nov 5, 2026

Estimating incremental lift without user-level tracking

Learn how to estimate incremental lift without user-level tracking, why older MMMs struggle with seasonal spend, and how aggregated data can still measure lift.

Linnea Zielinski

Linnea Zielinski

All articles

How do you measure Amazon advertising's incremental impact on Amazon sales?

Nov 5, 2026 · Marketing Measurement

How do you measure Amazon advertising's incremental impact on Amazon sales?

Linnea Zielinski

Can an MMM accurately predict revenue but still misattribute which channels drove it?

Nov 4, 2026 · Marketing Measurement

Can an MMM accurately predict revenue but still misattribute which channels drove it?

Linnea Zielinski

How to optimize audio campaigns over time

Nov 4, 2026 · Strategy

How to optimize audio campaigns over time

Linnea Zielinski

How to set up a marketing plan that separates prospecting from retargeting

Nov 3, 2026 · Strategy

How to set up a marketing plan that separates prospecting from retargeting

Linnea Zielinski

What Podscribe podcast attribution measures and what it misses

Nov 3, 2026 · Marketing Measurement

What Podscribe podcast attribution measures and what it misses

Linnea Zielinski

How to build an influencer marketing strategy

Nov 2, 2026 · Strategy

How to build an influencer marketing strategy

Linnea Zielinski

Why multi-touch attribution undercounts your audio ads

Nov 2, 2026 · Marketing Measurement

Why multi-touch attribution undercounts your audio ads

Linnea Zielinski

What branded search campaigns really do and how to measure them

Oct 30, 2026 · Strategy

What branded search campaigns really do and how to measure them

Linnea Zielinski

Why can you trust Prescient's MMM results?

Oct 30, 2026 · Marketing Measurement

Why can you trust Prescient's MMM results?

Linnea Zielinski

How earned media value (EMV) misleads marketers and what to track instead

Oct 29, 2026 · Marketing Measurement

How earned media value (EMV) misleads marketers and what to track instead

Linnea Zielinski

How to attribute sales to audio advertising campaigns

Oct 29, 2026 · Marketing Measurement

How to attribute sales to audio advertising campaigns

Linnea Zielinski

Oct 28, 2026 · Strategy

Competitors bidding on your brand name: What it costs you and how to respond

Linnea Zielinski

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