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The Forward

Forward-looking analysis and practical guidance for growth and marketing teams.

Latest May 4, 2026

How to measure TikTok effectively (instead of seeing half the story)

GA4 and platform ROAS miss a big part of what TikTok drives. Here's how to measure TikTok effectively, including the cross-channel effects most brands overlook.

Linnea Zielinski

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May 4, 2026 · Marketing Measurement

Is attributing causality actually possible in marketing?

Linnea Zielinski

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May 1, 2026 · Strategy

What's the difference between brand marketing and direct response marketing?

Linnea Zielinski

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May 1, 2026 · Marketing Measurement

What is average order value (AOV)?

Linnea Zielinski

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Apr 30, 2026 · Marketing Measurement

The benefits of cross-channel marketing (& how to capture them)

Linnea Zielinski

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Apr 30, 2026 · Marketing Measurement

Does server-side tracking fix the pixel problem?

Linnea Zielinski

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Apr 29, 2026 · Strategy

What is direct response TV (DRTV) marketing?

Linnea Zielinski

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Apr 29, 2026 · Marketing Measurement

What is server-side tracking and why are marketers switching to it?

Linnea Zielinski

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Apr 28, 2026 · Marketing Measurement

Leading tools for measuring incremental lift from CTV ads

Linnea Zielinski

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Apr 28, 2026 · Marketing Measurement

What do marketing mix models show advertisers?

Linnea Zielinski

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Apr 27, 2026 · Strategy

A marketer's guide to direct response marketing

Linnea Zielinski

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Apr 27, 2026 · Marketing Measurement

How to measure cross-channel attribution (& what brands still miss)

Linnea Zielinski

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Apr 24, 2026 · Marketing Measurement

What is marketing science?

Linnea Zielinski

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