Linnea Zielinski

Challenges of marketing attribution: Why most solutions still fall short

Understanding branded search campaign attribution in Prescient AI

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

How last-click attribution hides the value of awareness campaigns

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

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

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

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

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

What is return on ad spend (ROAS)?

Conversion rate marketing: the complete guide for modern brands

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

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

What is a good return on marketing investment?

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

How mechanistic modeling solves the baseline leakage problem

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

How to calculate return on marketing investment

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

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

What is data attribution in marketing?

How to use post-purchase survey data in marketing measurement

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

What is a good marketing efficiency ratio?

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

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

Is second-party data the marketing measurement middle ground?

Brands selling on Amazon need to be advertising on this channel

Your MMM is making assumptions you might not like

The best halo contributing channels for 2026

What is MER marketing and why finance teams demand it

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

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

Understanding marketing efficiency ratio (MER): A complete guide

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

How to use first-party data in marketing

Baseline leakage: The hidden flaw destroying your marketing mix model

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

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

Marketing effectiveness: Complete guide to measuring what actually drives growth

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

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

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

Understanding customer segmentation models: A complete guide

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

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

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

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

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

What causality is in marketing and why it matters

Probabilistic versus deterministic attribution: what marketing leaders need to know

Why validation is critical for brands using an MMM

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

Using incrementality data with Prescient’s MMM

Calibration vs. validation: Understanding the difference

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

Model calibration 101: Understanding MMM calibration for marketers

What TikTok Shop halo effects mean for your content strategy

Respecting user data privacy is just good business

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

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

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

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

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

Is your attribution learning or just assuming?

Media attribution: Identifying what really drives results

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

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

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

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

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

Understanding a point of diminishing returns in marketing

What actually matters when we talk about ROI in marketing

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

Why your OTT advertising efficiency measurement is probably wrong

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

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

Implementing truly data-driven attribution

Understanding the critical limitations of iROAS

Understanding marketing halo effects and halo impact

A comprehensive guide to tracking pixels

How to market your business in light of iOS privacy

Navigate Meta’s health & wellness tracking changes with MMM

Why you need an MMM

Common misconceptions about MMMs

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