The Forward — Page 17
All articles
Apr 10, 2026 · Strategy
Brands using a regression-based MMM overspend by 81% during peak seasons
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Apr 9, 2026 · Strategy
How to calculate customer lifetime value (LTV)
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Apr 9, 2026 · Marketing Measurement
How to track cross channel performance of a marketing campaign
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Apr 8, 2026 · Marketing Measurement
What is attention measurement in advertising?
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Apr 8, 2026 · Strategy
Treating paid and organic as separate channels is costing you
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Apr 7, 2026 · Marketing Measurement
How to measure OOH advertising (and what most marketers miss)
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Apr 7, 2026 · Strategy
What is media optimization? A guide for performance marketers
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Apr 6, 2026 · Marketing Measurement
Most brands are messing up advertising measurement
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Apr 6, 2026 · Strategy
Cross-channel marketing requires modern measurement
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Apr 3, 2026 · Insights
Mental availability in marketing: what it is and why it drives brand growth
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Apr 3, 2026 · POV
What your organic traffic spike is actually telling you
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Apr 2, 2026 · Strategy
What is funnel mapping (and what happens after you build one)?
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