The Forward — Page 26
All articles
Jan 8, 2026 · Marketing Measurement
AI attribution: Who really gets credit for growth?
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Jan 8, 2026 · Attribution
MTA advertising: What it actually measures
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Jan 7, 2026 · POV
Calibration vs. validation: Understanding the difference
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Jan 7, 2026 · POV
Why your MMM needs to reflect how marketing works in the real world
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Jan 6, 2026 · Attribution
Google attribution: mapping the paths to conversion
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Jan 6, 2026 · POV
MMM saturation curves: Understanding when your marketing hits diminishing returns
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Jan 5, 2026 · Incrementality
Geo testing in marketing: What works, what doesn’t, and what to validate
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Jan 5, 2026 · Strategy
Types of segmentation in marketing: a complete guide
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Jan 2, 2026 · Attribution
Digital marketing attribution: Making sense of every touch
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Jan 1, 2026 · Attribution
Attribution marketing example: journey, models, and results
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Jan 1, 2026 · POV
Model calibration 101: Understanding MMM calibration for marketers
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Dec 30, 2025 · POV
What TikTok Shop halo effects mean for your content strategy
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