Marketing Analytics with Fexingo · 2026-08-24 · 13 min
In this episode, Lucas and Luna tackle a blind spot in marketing attribution: SMS and MMS campaigns. They open with a concrete case - a DTC skincare brand that saw a 14 percent lift in repeat purchases from SMS but couldn't credit it in their last-touch model. The hosts walk through why text messaging is structurally invisible to most attribution systems: it lives outside the typical click-tracking web of cookies, it's often triggered by customer service or loyalty platforms rather than ad servers, and its best effects show up weeks later in retention curves. They also discuss how AI-driven lead scoring can distort the picture by ranking SMS responders as lower intent, and they explain the practical fix: a holdout-group test design that doesn't rely on last touch. By the end, listeners have a specific, repeatable method for measuring SMS incrementally - without rebuilding their whole stack. The episode is grounded in 2026's post-cookie reality, where many marketers have shifted to first-party channels but still use old attribution logic.
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