The Forward

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

A marketer’s guide to in-house MMM builds vs vendor tools
Latest Oct 21, 2026

A marketer’s guide to in-house MMM builds vs vendor tools

Should you build an MMM in-house or buy one? Open-source tools make building look easy. Here's why a model that holds up is so much harder to build.

Linnea Zielinski Linnea Zielinski
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Consideration marketing: How to win the shortlist and prove it's paying off
Oct 20, 2026 · Strategy

Consideration marketing: How to win the shortlist and prove it's paying off

Linnea Zielinski

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What causes attribution bias in marketing and how to reduce it
Oct 20, 2026 · Marketing Measurement

What causes attribution bias in marketing and how to reduce it

Linnea Zielinski

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Are there MMMs that can run scenario planning?
Oct 19, 2026 · Marketing Measurement

Are there MMMs that can run scenario planning?

Linnea Zielinski

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How to use direct mail marketing effectively
Oct 19, 2026 · Strategy

How to use direct mail marketing effectively

Linnea Zielinski

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How many channels can an MMM measure?
Oct 16, 2026 · Marketing Measurement

How many channels can an MMM measure?

Linnea Zielinski

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What is direct mail marketing? A comprehensive guide for modern brands
Oct 16, 2026 · Strategy

What is direct mail marketing? A comprehensive guide for modern brands

Linnea Zielinski

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

You need measurement that can see everything for good marketing control

Linnea Zielinski

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Mid-funnel marketing tactics that actually move customers toward a purchase
Oct 15, 2026 · Strategy

Mid-funnel marketing tactics that actually move customers toward a purchase

Linnea Zielinski

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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

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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

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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

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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

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