Marketing Analytics with Fexingo · 2026-09-01 · 12 min
Retail media networks have become the fastest-growing segment in digital advertising, with spending projected to exceed one hundred billion dollars this year. But traditional attribution models struggle to capture their true impact because these campaigns happen on closed-loop platforms like Amazon and Walmart. Lucas and Luna explore how first-party purchase data changes the game for marketers who rely on last-click attribution. They examine why a view on a retailer’s site often leads to offline sales or cross-channel conversions that standard cookies miss. The discussion includes specific strategies for measuring incremental lift through geo-experiments and controlled tests. Listeners will learn how to argue for retail media budget increases by focusing on customer lifetime value rather than immediate direct response metrics. #RetailMedia #MarketingAnalytics #AttributionModeling #FirstPartyData #AmazonAds #WalmartConnect #ClosedLoop #IncrementalLift #CustomerLifetimeValue #DigitalAdvertising #MarketingStrategy #DataDriven #FexingoBusiness #BusinessPodcast #LucasAndLuna #MarTech #AdSpend #EcommerceGrowth Keep every episode free: buymeacoffee.com/fexingo
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