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The Forward

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

Latest Apr 27, 2026

A marketer's guide to direct response marketing

Direct response marketing drives immediate, trackable action from potential customers. Learn how it works and the mistake that trips up even experienced teams.

Linnea Zielinski

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All articles

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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Apr 23, 2026 · Marketing Measurement

The best cross-channel marketing software for DTC brands

Linnea Zielinski

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Apr 23, 2026 · Strategy

Understanding customer acquisition cost vs. lifetime value

Linnea Zielinski

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Apr 22, 2026 · POV

If category demand is real, your organic attribution is wrong

Linnea Zielinski

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Apr 22, 2026 · Marketing Measurement

What is out-of-sample testing in MMM and why does it matter?

Linnea Zielinski

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Apr 21, 2026 · Marketing Measurement

A marketer’s guide to customer acquisition cost vs. retention cost

Linnea Zielinski

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Apr 21, 2026 · POV

What actually drives direct and organic traffic?

Linnea Zielinski

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Apr 20, 2026 · Strategy

Best MMM solutions for retail and omnichannel brands

Linnea Zielinski

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Apr 20, 2026 · Strategy

A practical guide to cross-channel marketing strategy

Linnea Zielinski

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Apr 17, 2026 · Strategy

Your competitor's ad budget might be your best lead gen tool

Linnea Zielinski

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Apr 17, 2026 · Strategy

What is a good CLTV? It depends on more than you think

Linnea Zielinski

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