The Forward

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

How to actually optimize your ad spend (not just cut waste)
Latest Aug 27, 2026

How to actually optimize your ad spend (not just cut waste)

Learn what most ad spend optimization advice leaves out, from platform data blind spots to saturation myths, and how to allocate your marketing budget better.

Linnea Zielinski Linnea Zielinski
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How to build an always-on marketing strategy that actually compounds
Aug 26, 2026 · Strategy

How to build an always-on marketing strategy that actually compounds

Linnea Zielinski

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Your peak-season ROAS targets are probably wrong for retail too
Aug 26, 2026 · Strategy

Your peak-season ROAS targets are probably wrong for retail too

Linnea Zielinski

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Attribution vs incrementality: when to use which
Aug 25, 2026 · Incrementality

Attribution vs incrementality: when to use which

Linnea Zielinski

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What marketers need to know about California data privacy law vs GDPR and measurement
Aug 25, 2026 · Marketing Measurement

What marketers need to know about California data privacy law vs GDPR and measurement

Linnea Zielinski

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Your digital campaigns are driving retail sales. Here's how you measure them.
Aug 25, 2026 · Marketing Measurement

Your digital campaigns are driving retail sales. Here's how you measure them.

Linnea Zielinski

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What is Bayesian linear regression? A marketer's guide to how MMM tools model your data
Aug 24, 2026 · Marketing Measurement

What is Bayesian linear regression? A marketer's guide to how MMM tools model your data

Linnea Zielinski

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Halo effects aren't a nice-to-have metric
Aug 24, 2026 · Marketing Measurement

Halo effects aren't a nice-to-have metric

Linnea Zielinski

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TACoS marketing: What it actually tells you (and what it doesn't)
Aug 21, 2026 · Marketing Measurement

TACoS marketing: What it actually tells you (and what it doesn't)

Prescient Team

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How to plan a multi-channel marketing campaign that actually works together
Aug 20, 2026 · Strategy

How to plan a multi-channel marketing campaign that actually works together

Linnea Zielinski

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Prescient and matched market testing: what each is built to answer
Aug 20, 2026 · Marketing Measurement

Prescient and matched market testing: what each is built to answer

Linnea Zielinski

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What California's data privacy law means for your marketing data
Aug 19, 2026 · Marketing Measurement

What California's data privacy law means for your marketing data

Linnea Zielinski

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How to measure the impact of marketing without guessing
Aug 19, 2026 · Marketing Measurement

How to measure the impact of marketing without guessing

Linnea Zielinski

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