The Forward

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

You need measurement that can see everything for good marketing control
Latest Oct 15, 2026

You need measurement that can see everything for good marketing control

Learn what marketing control is, its four types, and the five-step process, plus where control groups fit and how to measure what marketing actually drove.

Linnea Zielinski Linnea Zielinski
Read article

All articles

Can MMM measure marketing when customers buy through multiple channels?
Oct 14, 2026 · Marketing Measurement

Can MMM measure marketing when customers buy through multiple channels?

Linnea Zielinski

Read article
What marketers need to know about confidence intervals and statistical significance
Oct 14, 2026 · Marketing Measurement

What marketers need to know about confidence intervals and statistical significance

Prescient Team

Read article
What matchback analysis measures, what it misses, and how to fill the gaps
Oct 13, 2026 · Marketing Measurement

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

Linnea Zielinski

Read article
Affiliate incrementality: How to tell which partners actually grow sales
Oct 12, 2026 · Marketing Measurement

Affiliate incrementality: How to tell which partners actually grow sales

Linnea Zielinski

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

Can MMM measure influencer marketing?

Linnea Zielinski

Read article
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

Read article
Can MMM measure branded vs. non-branded search?
Oct 9, 2026 · Marketing Measurement

Can MMM measure branded vs. non-branded search?

Linnea Zielinski

Read article
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

Read article
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

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

What is EDDM? Every Door Direct Mail explained

Linnea Zielinski

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

Can MMMs measure campaigns, or only channels?

Linnea Zielinski

Read article
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

Read article

The Halo

Exclusive insights, every week.

Subscribe to The Halo for sharper marketing thinking.

Unsubscribe anytime. We respect your inbox.