Marketing Analytics with Fexingo · 2026-08-06 · 10 min
In episode 150 of Marketing Analytics with Fexingo, Lucas and Luna explore a blind spot in attribution: when customers buy bundles, like a phone with a free earbud, the model can't decide which product gets credit. Using the example of a consumer electronics brand offering a 'buy one, get one' promotion, they show how multi-touch models mishandle bundle economics, why last-click defaults to the higher-priced item, and how order-level attribution can distort product-level ROI. Lucas explains how smart brands use product-level incremental lift tests and bundle-specific revenue allocation to fix the mess. They also touch on why subscription bundles, like streaming plus wireless, complicate things further. By the end, you'll understand why your attribution model might be telling you your earbuds are free when they're not, and how to design experiments that reveal true bundle performance.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
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