The Forward

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

How earned media value (EMV) misleads marketers and what to track instead
Latest Oct 29, 2026

How earned media value (EMV) misleads marketers and what to track instead

Earned media value (EMV) puts a price on unpaid exposure, but it isn't revenue. Learn how EMV is calculated, where it misleads, and what to track instead.

Linnea Zielinski Linnea Zielinski
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How to attribute sales to audio advertising campaigns
Oct 29, 2026 · Marketing Measurement

How to attribute sales to audio advertising campaigns

Linnea Zielinski

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Cross-channel optimization: How to make your marketing channels work as one system
Oct 27, 2026 · Strategy

Cross-channel optimization: How to make your marketing channels work as one system

Linnea Zielinski

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What marketers need to know about audio advertising before they buy
Oct 26, 2026 · Strategy

What marketers need to know about audio advertising before they buy

Linnea Zielinski

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How does MMM handle correlation?
Oct 26, 2026 · Marketing Measurement

How does MMM handle correlation?

Linnea Zielinski

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Are there MMMs that do budget optimization?
Oct 23, 2026 · Marketing Measurement

Are there MMMs that do budget optimization?

Linnea Zielinski

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You’re overestimating the impact of your bottom of funnel content
Oct 23, 2026 · Strategy

You’re overestimating the impact of your bottom of funnel content

Linnea Zielinski

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How can a business assess the ROI from influencer marketing?
Oct 22, 2026 · Marketing Measurement

How can a business assess the ROI from influencer marketing?

Linnea Zielinski

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How programmatic audio advertising works and how to measure what it's worth
Oct 22, 2026 · Strategy

How programmatic audio advertising works and how to measure what it's worth

Linnea Zielinski

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What cross-channel analysis really shows you (and what most dashboards miss)
Oct 21, 2026 · Marketing Measurement

What cross-channel analysis really shows you (and what most dashboards miss)

Linnea Zielinski

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A marketer’s guide to in-house MMM builds vs vendor tools
Oct 21, 2026 · Marketing Measurement

A marketer’s guide to in-house MMM builds vs vendor tools

Linnea Zielinski

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Consideration marketing: How to win the shortlist and prove it's paying off
Oct 20, 2026 · Strategy

Consideration marketing: How to win the shortlist and prove it's paying off

Linnea Zielinski

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What causes attribution bias in marketing and how to reduce it
Oct 20, 2026 · Marketing Measurement

What causes attribution bias in marketing and how to reduce it

Linnea Zielinski

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