How Attribution Models Miss Amazon DSP Impact

Episode notes

Episode 111 of Marketing Analytics with Fexingo zeroes in on a blind spot that costs brands millions: the failure of most attribution models to properly credit Amazon's demand-side platform (DSP). Lucas and Luna break down why Amazon DSP, which targets shoppers using Amazon's shopping and browsing data, often appears as 'direct traffic' or 'organic search' in standard analytics, making it seem less effective than it actually is. They walk through a concrete example from a mid-sized CPG company that ran a $2 million Amazon DSP campaign, only to see negligible attributed conversions - until they added Amazon Marketing Cloud and a custom attribution window. By the end, listeners understand why generic last-click and multi-touch models fall short for retail-media networks and how to adjust their measurement framework for walled-garden platforms.

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