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The Forward

Forward-looking analysis and practical guidance for growth and marketing teams.

Latest Apr 22, 2026

What is out-of-sample testing in MMM and why does it matter?

Out-of-sample testing is the MMM industry's go-to trust signal, but a high score doesn't always mean a model will work for your brand. Here's what to look for.

Linnea Zielinski

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Apr 21, 2026 · Marketing Measurement

A marketer’s guide to customer acquisition cost vs. retention cost

Linnea Zielinski

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Apr 21, 2026 · POV

What actually drives direct and organic traffic?

Linnea Zielinski

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Apr 20, 2026 · Strategy

Best MMM solutions for retail and omnichannel brands

Linnea Zielinski

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Apr 20, 2026 · Strategy

A practical guide to cross-channel marketing strategy

Linnea Zielinski

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Apr 17, 2026 · Strategy

Your competitor's ad budget might be your best lead gen tool

Linnea Zielinski

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Apr 17, 2026 · Strategy

What is a good CLTV? It depends on more than you think

Linnea Zielinski

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Apr 16, 2026 · Marketing Measurement

The unique challenge of direct mail in cross channel attribution

Linnea Zielinski

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Apr 16, 2026 · POV

Why your organic traffic isn't actually organic

Linnea Zielinski

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Apr 15, 2026 · Strategy

How to increase customer lifetime value

Linnea Zielinski

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Apr 15, 2026 · Strategy

A practical guide to how to lower customer acquisition cost

Linnea Zielinski

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Apr 14, 2026 · Strategy

What LTV:CAC ratio means and why it matters

Linnea Zielinski

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Apr 14, 2026 · Marketing Measurement

What category demand is and why it matters

Linnea Zielinski

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