Linnea Zielinski

Apr 3 · Insights

Mental availability in marketing: what it is and why it drives brand growth

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Apr 3 · POV

What your organic traffic spike is actually telling you

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Apr 1 · Marketing Measurement

What is out-of-home (OOH) marketing? Types, trends, and how to measure it

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Apr 1 · Marketing Measurement

What is LTV (lifetime value)? A marketer's guide

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Mar 31 · Marketing Measurement

Marginal ROAS: Calculation, Purpose & Potential Pitfalls

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Mar 31 · Strategy

Top of Funnel Visibility Loss: New Causes & What to Do

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Mar 27 · Strategy

Brand Campaigns: Goals, Types, & Measuring Them Accurately

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Mar 27 · Marketing Measurement

Marketing Triangulation: What It Is & What to Do Instead

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Mar 24 · Strategy

What is agile marketing? A guide for modern marketing teams

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Mar 24 · Marketing Measurement

Brand Health Metrics: Pros & Cons of Each +1 You're Missing

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Mar 24 · Marketing Measurement

How to use a marketing mix model to accelerate growth

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Mar 23 · Strategy

Your marketing channel strategy is shaped by what you can measure

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Mar 23 · Strategy

What Is AppLovin, & How Can It Drive Your Brand Growth?

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Mar 23 · Marketing Measurement

What is multicollinearity? A marketer's guide to a hidden measurement problem

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Mar 20 · Strategy

What the ADPPA means for your marketing measurement strategy

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Mar 19 · Marketing Measurement

Is MMM right for your business? A fit guide for marketers

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Mar 19 · Marketing Measurement

Marketing mix modeling limitations: what every brand should know

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Mar 18 · Prescient Perspective

If your MMM provider started in MTA, here's what might be happening with your data

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Mar 18 · Prescient Perspective

The problems with vibe-coded MMMs and what they cost you

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Mar 17 · Prescient Perspective

Prescient's branded search attribution FAQs and answers

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Mar 17 · Marketing Measurement

Model stability: a guide for marketers evaluating MMMs

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Mar 16 · Marketing Measurement

How often should your MMM be refreshed? Ideally, daily

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Mar 16 · POV

What is a vibe-coded MMM? A guide to what they are and their limitations

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Mar 13 · Marketing Measurement

What is causal marketing? A realistic look at what's possible

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Mar 13 · Marketing Measurement

What is a good R-squared value for an MMM?

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Mar 12 · POV

Sorry, 'causal MMM' is a misleading term

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Mar 12 · Marketing Measurement

Test-calibrated MMM: what it is and its two major flaws

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Mar 11 · Marketing Measurement

Predictive analytics in marketing: method and why models matter

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Mar 11 · Strategy

Using Prescient Branded Search Attribution for Strategy

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Mar 10 · Attribution

No, your brand name doesn't just pop into someone's head

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Mar 10 · Strategy

Marketing budget optimization: a data-driven guide

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Mar 9 · Marketing Measurement

Challenges of marketing attribution: Why most solutions still fall short

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Mar 9 · Attribution

How Prescient Models Branded Search Campaign Attribution

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Mar 6 · Marketing Measurement

Direct vs. organic traffic: What the difference really tells you about your marketing

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Mar 6 · POV

How last-click attribution hides the value of awareness campaigns

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Mar 5 · Marketing Measurement

What “Bayesian” actually tells you about an MMM vendor (and what it doesn’t)

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Mar 5 · Attribution

What is direct traffic (and why it’s not as mysterious as you think)

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Mar 4 · Strategy

What is promotion analysis? A marketer’s guide to measuring what’s actually working

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Mar 4 · Marketing Measurement

What is R-squared? A marketer’s guide to understanding model fit

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Mar 3 · POV

Branded search is purely incremental, but that doesn’t mean it isn’t critical

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Mar 3 · Marketing Measurement

What is return on ad spend (ROAS)?

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Mar 2 · Strategy

Conversion rate marketing: the complete guide for modern brands

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Mar 2 · Announcements

Your marketing drives retail sales. Now you can prove it.

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Feb 26 · Marketing Measurement

What is a Bayesian hierarchical model? A marketer’s plain-English guide

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Feb 26 · Marketing Measurement

What is a good return on marketing investment?

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Feb 25 · POV

Building a regulation-ready marketing machine: How to future-proof your strategy now

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Feb 25 · Marketing Measurement

How mechanistic modeling solves the baseline leakage problem

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Feb 24 · Marketing Measurement

What is ACoS? The metric every advertiser should know (and its limits)

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Feb 23 · Marketing Measurement

How to calculate return on marketing investment

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Feb 23 · Strategy

Here’s what happens when you turn off branded search campaigns

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Feb 19 · Marketing Measurement

The adstock effect in marketing: Why your ads keep working after you stop paying for them

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Feb 19 · Attribution

What is data attribution in marketing?

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Feb 18 · POV

How to use post-purchase survey data in marketing measurement

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Feb 18 · Marketing Measurement

Return on marketing investment: How to calculate and improve your marketing ROI

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Feb 17 · Strategy

What is a good marketing efficiency ratio?

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Feb 17 · Marketing Measurement

Why traditional MMMs can’t avoid baseline leakage (and why that matters)

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Feb 16 · Strategy

How to collect zero-party data: Strategies and best practices

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Feb 16 · Strategy

Is second-party data the marketing measurement middle ground?

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Feb 12 · Trend Report

Brands selling on Amazon need to be advertising on this channel

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Feb 12 · POV

Your MMM is making assumptions you might not like

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Feb 11 · Trend Report

The best halo contributing channels for 2026

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Feb 11 · Strategy

What is MER marketing and why finance teams demand it

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Feb 11 · Strategy

Zero-party data vs first-party data: Understanding the difference and why both matter

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Feb 10 · Marketing Measurement

Is marketing efficiency ratio (MER) truly a helpful metric?

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Feb 9 · Marketing Measurement

Understanding marketing efficiency ratio (MER): A complete guide

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Feb 9 · Strategy

Zero-party data: How to collect customer insights they actually want to share

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Feb 5 · Strategy

How to use first-party data in marketing

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Feb 4 · Marketing Measurement

Baseline leakage: The hidden flaw destroying your marketing mix model

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Feb 3 · Incrementality

Holdout testing: Understanding the limitations of point-in-time marketing measurement

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Feb 3 · Incrementality

What is A/B testing: A complete guide for marketers

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Feb 2 · Marketing Measurement

Marketing effectiveness: Complete guide to measuring what actually drives growth

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Jan 29 · Marketing Measurement

How to measure TV advertising: A complete guide for modern marketers

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Jan 29 · POV

Why incrementality testing can’t tell you what to do next

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Jan 28 · Strategy

1st party data vs. 3rd party data: What marketers need to know

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Jan 27 · Strategy

Understanding customer segmentation models: A complete guide

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Jan 26 · Attribution

What is first party data and why it matters for your business

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Jan 23 · Strategy

The 4 types of segmentation in marketing (and where teams get them wrong)

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Jan 20 · Attribution

Ad measurement: Understanding what’s actually working in your marketing in 2026

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Jan 20 · Strategy

Data-driven marketing insights: Your complete guide to better decisions

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Jan 15 · Strategy

Data-driven marketing approach: What marketing leaders need to know

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Jan 14 · Marketing Measurement

What causality is in marketing and why it matters

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Jan 13 · Attribution

Probabilistic versus deterministic attribution: what marketing leaders need to know

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Jan 13 · Marketing Measurement

Why validation is critical for brands using an MMM

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Jan 12 · Marketing Measurement

Model validation in marketing mix modeling: What marketing leaders need to know

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Jan 12 · POV

Using incrementality data with Prescient’s MMM

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Jan 7 · POV

Calibration vs. validation: Understanding the difference

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Jan 7 · POV

Why your MMM needs to reflect how marketing works in the real world

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Jan 1 · POV

Model calibration 101: Understanding MMM calibration for marketers

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Dec 30 · POV

What TikTok Shop halo effects mean for your content strategy

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Dec 29 · POV

Respecting user data privacy is just good business

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Dec 22 · POV

Why using test data can make your MMM less accurate (and when it might help)

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Dec 17 · Announcements

Your media spend is driving more retail sales than you think (here’s how to see it)

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Dec 15 · Prescient Perspective

Most incrementality tests are not rigorous randomized controlled trials—here’s why

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Dec 11 · Announcements

The hidden revenue TikTok Shop is driving (that TikTok can’t show you)

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Dec 4 · Announcements

Trust but validate: How to Pressure test your MMM before making million-dollar decisions

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Nov 28 · Marketing Measurement

Is your attribution learning or just assuming?

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Oct 14 · Attribution

Media attribution: Identifying what really drives results

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Oct 2 · Marketing Measurement

Maximize your ad spend: How marketing mix optimization can save budgets

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Jul 15 · POV

We built something new (and here’s why it matters for your marketing)

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Jun 4 · Announcements

Saatva CMO on going from search-only DTC to leading omnichannel brand

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May 14 · Marketing Measurement

What are confounding variables and why do they matter in marketing?

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May 8 · POV

How your bottom of funnel is driven by your top of funnel

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May 6 · Marketing Measurement

Understanding a point of diminishing returns in marketing

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May 1 · Attribution

What actually matters when we talk about ROI in marketing

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Apr 28 · Marketing Measurement

6 Reasons your MMM platform should be the last tool you cut

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Apr 23 · Marketing Measurement

Why your OTT advertising efficiency measurement is probably wrong

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Apr 18 · Marketing Measurement

What is a carryover effect & how does it apply to marketing?

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Apr 10 · POV

Why open-source models fall short for next-generation MMM

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Apr 2 · Attribution

Implementing truly data-driven attribution

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Apr 1 · Incrementality

Understanding the critical limitations of iROAS

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Mar 29 · Marketing Measurement

Understanding marketing halo effects and halo impact

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Mar 25 · Marketing Measurement

A comprehensive guide to tracking pixels

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Mar 24 · Marketing Measurement

How to market your business in light of iOS privacy

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Dec 6 · POV

Navigate Meta’s health & wellness tracking changes with MMM

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Oct 18 · Marketing Measurement

Why you need an MMM

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Oct 17 · Marketing Measurement

Common misconceptions about MMMs

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Feb 17 · Attribution

Why marketing leaders prefer marketing mix modeling over multi-touch attribution

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