The Forward

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

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

Latest Oct 27, 2026

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

Cross-channel optimization shows how your channels influence each other, from halo effects to saturation, so you can shift budget for measurable growth.

Linnea Zielinski

Linnea Zielinski

All articles

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

How does MMM handle correlation?

Oct 26, 2026 · Marketing Measurement

How does MMM handle correlation?

Linnea Zielinski

Are there MMMs that do budget optimization?

Oct 23, 2026 · Marketing Measurement

Are there MMMs that do budget optimization?

Linnea Zielinski

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

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

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

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

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

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

Are there MMMs that can run scenario planning?

Oct 19, 2026 · Marketing Measurement

Are there MMMs that can run scenario planning?

Linnea Zielinski

How to use direct mail marketing effectively

Oct 19, 2026 · Strategy

How to use direct mail marketing effectively

Linnea Zielinski

How many channels can an MMM measure?

Oct 16, 2026 · Marketing Measurement

How many channels can an MMM measure?

Linnea Zielinski

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