Linnea Zielinski
Contributor · Head of Content
Linnea Zielinski leads content strategy at Prescient AI, covering marketing mix modeling, attribution, and data-driven growth for DTC and omnichannel brands.
144 articles
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What is out-of-sample testing in MMM and why does it matter?
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A marketer’s guide to customer acquisition cost vs. retention cost
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What actually drives direct and organic traffic?
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Best MMM solutions for retail and omnichannel brands
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A practical guide to cross-channel marketing strategy
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Your competitor's ad budget might be your best lead gen tool
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What is a good CLTV? It depends on more than you think
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The unique challenge of direct mail in cross channel attribution
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Why your organic traffic isn't actually organic
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How to increase customer lifetime value
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A practical guide to how to lower customer acquisition cost
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What LTV:CAC ratio means and why it matters
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What category demand is and why it matters
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What cross-channel marketing intelligence actually requires
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The hidden cost of cutting awareness spend
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What every marketers needs to know about media buying and planning
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Brands using a regression-based MMM overspend by 81% during peak seasons
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How to calculate customer lifetime value (LTV)
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How to track cross channel performance of a marketing campaign
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What is attention measurement in advertising?
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Treating paid and organic as separate channels is costing you
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How to measure OOH advertising (and what most marketers miss)
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What is media optimization? A guide for performance marketers
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Most brands are messing up advertising measurement
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Cross-channel marketing requires modern measurement
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Mental availability in marketing: what it is and why it drives brand growth
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What your organic traffic spike is actually telling you
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What is funnel mapping (and what happens after you build one)?
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Unified marketing measurement: How to build a stack that actually works
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What is out-of-home (OOH) marketing? Types, trends, and how to measure it
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What is LTV (lifetime value)? A marketer's guide
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Marginal ROAS: Calculation, Purpose & Potential Pitfalls
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Top of Funnel Visibility Loss: New Causes & What to Do
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Brand Campaigns: Goals, Types, & Measuring Them Accurately
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Marketing Triangulation: What It Is & What to Do Instead
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What is agile marketing? A guide for modern marketing teams
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Brand Health Metrics: Pros & Cons of Each +1 You're Missing
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How to use a marketing mix model to accelerate growth
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Your marketing channel strategy is shaped by what you can measure
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What Is AppLovin, & How Can It Drive Your Brand Growth?
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What is multicollinearity? A marketer's guide to a hidden measurement problem
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What the ADPPA means for your marketing measurement strategy
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Is MMM right for your business? A fit guide for marketers
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Marketing mix modeling limitations: what every brand should know
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If your MMM provider started in MTA, here's what might be happening with your data
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The problems with vibe-coded MMMs and what they cost you
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Prescient's branded search attribution FAQs and answers
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Model stability: a guide for marketers evaluating MMMs
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How often should your MMM be refreshed? Ideally, daily
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What is a vibe-coded MMM? A guide to what they are and their limitations
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What is causal marketing? A realistic look at what's possible
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What is a good R-squared value for an MMM?
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Sorry, 'causal MMM' is a misleading term
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Test-calibrated MMM: what it is and its two major flaws
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Predictive analytics in marketing: method and why models matter
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Using Prescient Branded Search Attribution for Strategy
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No, your brand name doesn't just pop into someone's head
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Marketing budget optimization: a data-driven guide
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Challenges of marketing attribution: Why most solutions still fall short
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How Prescient Models Branded Search Campaign Attribution
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Direct vs. organic traffic: What the difference really tells you about your marketing
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How last-click attribution hides the value of awareness campaigns
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What “Bayesian” actually tells you about an MMM vendor (and what it doesn’t)
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What is direct traffic (and why it’s not as mysterious as you think)
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What is promotion analysis? A marketer’s guide to measuring what’s actually working
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What is R-squared? A marketer’s guide to understanding model fit
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Branded search is purely incremental, but that doesn’t mean it isn’t critical
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What is return on ad spend (ROAS)?
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Conversion rate marketing: the complete guide for modern brands
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Your marketing drives retail sales. Now you can prove it.
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What is a Bayesian hierarchical model? A marketer’s plain-English guide
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What is a good return on marketing investment?
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Building a regulation-ready marketing machine: How to future-proof your strategy now
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How mechanistic modeling solves the baseline leakage problem
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What is ACoS? The metric every advertiser should know (and its limits)
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How to calculate return on marketing investment
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Here’s what happens when you turn off branded search campaigns
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The adstock effect in marketing: Why your ads keep working after you stop paying for them
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What is data attribution in marketing?
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How to use post-purchase survey data in marketing measurement
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Return on marketing investment: How to calculate and improve your marketing ROI
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What is a good marketing efficiency ratio?
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Why traditional MMMs can’t avoid baseline leakage (and why that matters)
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How to collect zero-party data: Strategies and best practices
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Is second-party data the marketing measurement middle ground?
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Brands selling on Amazon need to be advertising on this channel
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Your MMM is making assumptions you might not like
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The best halo contributing channels for 2026
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What is MER marketing and why finance teams demand it
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Zero-party data vs first-party data: Understanding the difference and why both matter
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Is marketing efficiency ratio (MER) truly a helpful metric?
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Understanding marketing efficiency ratio (MER): A complete guide
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Zero-party data: How to collect customer insights they actually want to share
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How to use first-party data in marketing
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Baseline leakage: The hidden flaw destroying your marketing mix model
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Holdout testing: Understanding the limitations of point-in-time marketing measurement
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What is A/B testing: A complete guide for marketers
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Marketing effectiveness: Complete guide to measuring what actually drives growth
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How to measure TV advertising: A complete guide for modern marketers
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Why incrementality testing can’t tell you what to do next
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1st party data vs. 3rd party data: What marketers need to know
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Understanding customer segmentation models: A complete guide
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What is first party data and why it matters for your business
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The 4 types of segmentation in marketing (and where teams get them wrong)
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Ad measurement: Understanding what’s actually working in your marketing in 2026
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Data-driven marketing insights: Your complete guide to better decisions
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Data-driven marketing approach: What marketing leaders need to know
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What causality is in marketing and why it matters
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Probabilistic versus deterministic attribution: what marketing leaders need to know
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Why validation is critical for brands using an MMM
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Model validation in marketing mix modeling: What marketing leaders need to know
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Using incrementality data with Prescient’s MMM
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Calibration vs. validation: Understanding the difference
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Why your MMM needs to reflect how marketing works in the real world
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Model calibration 101: Understanding MMM calibration for marketers
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What TikTok Shop halo effects mean for your content strategy
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Respecting user data privacy is just good business
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Why using test data can make your MMM less accurate (and when it might help)
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Your media spend is driving more retail sales than you think (here’s how to see it)
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Most incrementality tests are not rigorous randomized controlled trials—here’s why
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The hidden revenue TikTok Shop is driving (that TikTok can’t show you)
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Trust but validate: How to Pressure test your MMM before making million-dollar decisions
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Is your attribution learning or just assuming?
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Media attribution: Identifying what really drives results
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Maximize your ad spend: How marketing mix optimization can save budgets
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We built something new (and here’s why it matters for your marketing)
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Saatva CMO on going from search-only DTC to leading omnichannel brand
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What are confounding variables and why do they matter in marketing?
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How your bottom of funnel is driven by your top of funnel
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Understanding a point of diminishing returns in marketing
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What actually matters when we talk about ROI in marketing
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6 Reasons your MMM platform should be the last tool you cut
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Why your OTT advertising efficiency measurement is probably wrong
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What is a carryover effect & how does it apply to marketing?
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Why open-source models fall short for next-generation MMM
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Implementing truly data-driven attribution
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Understanding the critical limitations of iROAS
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Understanding marketing halo effects and halo impact
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A comprehensive guide to tracking pixels
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How to market your business in light of iOS privacy
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Navigate Meta’s health & wellness tracking changes with MMM
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Why you need an MMM
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Common misconceptions about MMMs
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Why marketing leaders prefer marketing mix modeling over multi-touch attribution
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