The Forward — Page 23
All articles
Jan 16, 2026 · Attribution
MTA measurement: Finding truth across the customer journey?
Read article
Jan 15, 2026 · Strategy
Data-driven marketing approach: What marketing leaders need to know
Read article
Jan 14, 2026 · Marketing Measurement
What causality is in marketing and why it matters
Read article
Jan 13, 2026 · Attribution
Probabilistic versus deterministic attribution: what marketing leaders need to know
Read article
Jan 13, 2026 · Marketing Measurement
Why validation is critical for brands using an MMM
Read article
Jan 12, 2026 · Marketing Measurement
Model validation in marketing mix modeling: What marketing leaders need to know
Read article
Jan 12, 2026 · POV
Using incrementality data with Prescient’s MMM
Read article
Jan 9, 2026 · Announcements
Winter 2025-2026: Your marketing measurement just got more powerful
Read article
Jan 8, 2026 · Marketing Measurement
AI attribution: Who really gets credit for growth?
Read article
Jan 8, 2026 · Attribution
MTA advertising: What it actually measures
Read article
Jan 7, 2026 · POV
Calibration vs. validation: Understanding the difference
Read article
Jan 7, 2026 · POV
Why your MMM needs to reflect how marketing works in the real world
Read article