Marketing Analytics with Fexingo · 2026-08-29 · 10 min
In this episode of Marketing Analytics with Fexingo, Lucas and Luna dig into a blind spot most attribution models share: they ignore the value of geo experiments. Using a concrete example of a national retail chain that ran a 12-week geo test on TV and paid social, they explain why incremental lift is the real measure of marketing performance, and why your model might be misattributing sales. They also touch on the practical challenges of geo testing, from control market selection to statistical significance, and why the results often change how you allocate budget. If you've ever wondered why your attribution dashboard says one thing but your P&L says another, this episode is for you. #GeoExperiments #MarketingAttribution #IncrementalLift #MarketingAnalytics #TVAdvertising #PaidSocial #ExperimentalDesign #MarketingMeasurement #AttributionModels #MarketingROI #DataDrivenMarketing #BusinessPodcast #FexingoBusiness #Marketing #Analytics #MediaPlanning #BudgetOptimization #CausalInference Keep every episode free: buymeacoffee.com/fexingo
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