The Forward — Page 25
All articles
Dec 22, 2025 · POV
Why using test data can make your MMM less accurate (and when it might help)
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Dec 19, 2025 · Attribution
Understanding last touch attribution models
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Dec 18, 2025 · Incrementality
Incrementality testing: What it measures, what it misses, and how to use it wisely
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Dec 17, 2025 · Announcements
Your media spend is driving more retail sales than you think (here’s how to see it)
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Dec 16, 2025 · Attribution
Understanding multi-touch attribution models
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Dec 15, 2025 · Prescient Perspective
Most incrementality tests are not rigorous randomized controlled trials—here’s why
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Dec 12, 2025 · Marketing Measurement
MMM models: Understanding marketing’s true impact
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Dec 11, 2025 · Announcements
The hidden revenue TikTok Shop is driving (that TikTok can’t show you)
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Dec 10, 2025 · Attribution
Algorithmic attribution model: Understanding the reality of conversions
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Dec 9, 2025 · Attribution
Guide to effectively measure marketing attribution
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Dec 8, 2025 · Incrementality
What does incremental mean in marketing? A clear explanation and guide
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Dec 5, 2025 · Strategy
Customer journey attribution: Measuring every touchpoint
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