Why Attribution Misses the Value of Retail Media Networks - Marketing Analytics with Fexingo

Topics in this episode

Last-click attribution Attribution models Retail media networks Holdout groups incremental sales measurement

Episode notes

Retail media networks let brands buy ads on a retailer's site and measure them down to the purchase. But most attribution models still credit the last click, ignoring the retailer's brand halo and the customer's pre-existing loyalty. In this episode, Lucas and Luna dig into a 2025 case study from a mid-sized grocery chain that launched its own retail media network. They show how the network's true value - incremental sales from new customers, lift in private-label purchases, and improved retailer margins - was invisible to typical last-touch attribution. They also walk through a simple test using holdout groups that revealed a 34 percent overstatement of attributed revenue. If your brand sells through retail partners, this episode will change how you read your attribution dashboards. #RetailMediaNetworks #AttributionModels #MarketingAnalytics #LastClickAttribution #IncrementalSales #HoldoutGroups #GroceryRetail #PrivateLabel #AdvertisingROI #CustomerLoyalty #DataDrivenMarketing #MediaMeasurement #RetailStrategy #MarketingROI #Business #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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