The Forward — Page 20
All articles
Mar 12, 2026 · POV
Sorry, 'causal MMM' is a misleading term
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Mar 12, 2026 · Marketing Measurement
Test-calibrated MMM: what it is and its two major flaws
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Mar 11, 2026 · Marketing Measurement
Predictive analytics in marketing: method and why models matter
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Mar 11, 2026 · Strategy
Using Prescient Branded Search Attribution for Strategy
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Mar 10, 2026 · Attribution
No, your brand name doesn't just pop into someone's head
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Mar 10, 2026 · Strategy
Marketing budget optimization: a data-driven guide
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Mar 9, 2026 · Marketing Measurement
Challenges of marketing attribution: Why most solutions still fall short
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Mar 9, 2026 · Attribution
How Prescient Models Branded Search Campaign Attribution
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Mar 6, 2026 · Marketing Measurement
Direct vs. organic traffic: What the difference really tells you about your marketing
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Mar 6, 2026 · POV
How last-click attribution hides the value of awareness campaigns
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Mar 5, 2026 · Marketing Measurement
What “Bayesian” actually tells you about an MMM vendor (and what it doesn’t)
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Mar 5, 2026 · Attribution
What is direct traffic (and why it’s not as mysterious as you think)
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