Marketing Analytics with Fexingo · 2026-08-23 · 7 min
In Episode 167 of Marketing Analytics with Fexingo, Lucas and Luna dig into a blind spot in most attribution models: the value of branded social search. When someone quits an ad-supported platform for a paid tier, the credit usually goes to the subscription offer - but what about the years of organic brand-building that made that person even open the app? The hosts unpack a 2025 study from the Journal of Marketing that found a 12 percent lift in branded search volume from a mere 5 percent increase in organic social content. They walk through a concrete example: a DTC skincare brand that paused its Instagram posts for a month and watched branded searches drop 22 percent, only to recover when publishing resumed. They also explain why last-click models and even multi-touch attribution underweight organic social, and how marketing teams can fix the blind spot by building their own incremental-lift decks. If you've ever wondered why your brand's social presence matters beyond likes, this episode gives you the numbers to take back to your CFO.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
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