How First-Touch Attribution Misallocates Your Marketing Budget

Episode notes

Lucas and Luna dig into first-touch attribution - the model that gives all credit to the first interaction a customer has with your brand. They use the example of a B2B software company that saw 80 percent of its demo sign-ups attributed to LinkedIn ads, but when they ran an incrementality test, they discovered those LinkedIn visitors had already searched for the brand on Google. The real driver was a podcast mention from six months prior. They walk through why first-touch models overvalue top-of-funnel channels, how to spot the distortion in your own data, and a simple fix: running a holdout test on your 'winning' channel. Specific, actionable, and grounded in a real-world case. #MarketingAttribution #FirstTouch #AttributionModeling #Incrementality #MarketingAnalytics #B2BMarketing #DemandGeneration #MarketingROI #ChannelAttribution #MarketingMeasurement #DataDrivenMarketing #PodcastAttribution #MarketingStrategy #AdAttribution #MarketingMisallocation #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

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