How Attribution Models Miss the Value of Product Returns

Episode notes

Returns are a marketer's blind spot. In this episode, Lucas and Luna dig into why your attribution model treats a product return as a cost line, not a signal. They walk through the data problem: returns get logged in a fulfillment system, never synced to the CRM, so the marketing platform sees a completed order and credits the wrong channel. They cite a real-world stat - return rates run 20 to 40 percent for fashion e-commerce - and unpack what happens when you actually feed returns back into attribution. The hosts also look at how returns data can sharpen segmentation, suppress lookalike audiences, and protect margin by steering repeat purchases to higher-intent channels. If you've ever wondered why your ROAS looks great but your profit doesn't, this one's for you. Plus, a quick word from the hosts on keeping the show ad-free. #MarketingAnalytics #AttributionModels #ProductReturns #Ecommerce #ReturnRates #ROAS #CustomerSegmentation #LookalikeAudiences #DataAnalytics #MarketingMeasurement #RevenueAttribution #CustomerLifetimeValue #DigitalMarketing #MarketingROI #BusinessIntelligence #FexingoBusiness #BusinessPodcast #MarketingShow Keep every episode free: buymeacoffee.com/fexingo

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