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The Forward

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

Latest Apr 16, 2026

The unique challenge of direct mail in cross channel attribution

Accurate channel attribution for direct mail determines whether brands scale a channel that's genuinely contributing to incremental revenue or cut one that's quietly feeding their entire conversion ecosystem.

Linnea Zielinski

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Apr 15, 2026 · Strategy

How to increase customer lifetime value

Linnea Zielinski

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Apr 15, 2026 · Strategy

A practical guide to how to lower customer acquisition cost

Linnea Zielinski

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Apr 14, 2026 · Strategy

What LTV:CAC ratio means and why it matters

Linnea Zielinski

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Apr 14, 2026 · Marketing Measurement

What category demand is and why it matters

Linnea Zielinski

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Apr 13, 2026 · Marketing Measurement

What cross-channel marketing intelligence actually requires

Linnea Zielinski

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Apr 13, 2026 · Strategy

The hidden cost of cutting awareness spend

Linnea Zielinski

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Apr 10, 2026 · Strategy

What every marketers needs to know about media buying and planning

Linnea Zielinski

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Apr 10, 2026 · Strategy

Brands using a regression-based MMM overspend by 81% during peak seasons

Linnea Zielinski

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Apr 9, 2026 · Strategy

How to calculate customer lifetime value (LTV)

Linnea Zielinski

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Apr 9, 2026 · Marketing Measurement

How to track cross channel performance of a marketing campaign

Linnea Zielinski

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Apr 8, 2026 · Marketing Measurement

What is attention measurement in advertising?

Linnea Zielinski

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Apr 8, 2026 · Strategy

Treating paid and organic as separate channels is costing you

Linnea Zielinski

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