The Forward

Analysis, benchmarks, and practical guidance on marketing measurement and budget optimization for growth teams.

What purchase-based targeting is, and what it can't tell you on its own

Latest Sep 18, 2026

What purchase-based targeting is, and what it can't tell you on its own

Purchase-based targeting builds ad audiences from real transaction data. See how it works, where the data comes from, and how to measure if it's paying off.

Linnea Zielinski

Linnea Zielinski

All articles

How full path attribution model works and when it's worth using

Sep 17, 2026 · Marketing Measurement

How full path attribution model works and when it's worth using

Linnea Zielinski

Why marketers need to understand the Texas Data Privacy and Security Act

Sep 17, 2026 · Marketing Measurement

Why marketers need to understand the Texas Data Privacy and Security Act

Linnea Zielinski

How a W-shaped attribution model works and when to use it

Sep 16, 2026 · Marketing Measurement

How a W-shaped attribution model works and when to use it

Linnea Zielinski

What is closed-loop marketing, and what does it miss?

Sep 16, 2026 · Marketing Measurement

What is closed-loop marketing, and what does it miss?

Linnea Zielinski

The problem with slicing revenue like a pie chart, and how our model fixes it

Sep 15, 2026 · Marketing Measurement

The problem with slicing revenue like a pie chart, and how our model fixes it

Linnea Zielinski

What is marginal ROI (mROI) and why doesn't it always decline?

Sep 15, 2026 · Marketing Measurement

What is marginal ROI (mROI) and why doesn't it always decline?

Linnea Zielinski

How demand side platforms (DSPs) fit into your media buying stack

Sep 14, 2026 · Strategy

How demand side platforms (DSPs) fit into your media buying stack

Linnea Zielinski

How do commerce media networks generate revenue for businesses?

Sep 14, 2026 · Strategy

How do commerce media networks generate revenue for businesses?

Linnea Zielinski

How to read (and trust) what your data is telling you

Sep 11, 2026 · Marketing Measurement

How to read (and trust) what your data is telling you

Linnea Zielinski

Data-driven attribution vs. MMM: How to measure what's actually working

Sep 10, 2026 · Marketing Measurement

Data-driven attribution vs. MMM: How to measure what's actually working

Linnea Zielinski

What is lift in marketing? A guide to measuring campaign impact

Sep 10, 2026 · Marketing Measurement

What is lift in marketing? A guide to measuring campaign impact

Linnea Zielinski

How to select a commerce media network partner

Sep 9, 2026 · Strategy

How to select a commerce media network partner

Linnea Zielinski

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