Why Attribution Models Miss Loyalty Program Signups - Marketing Analytics with Fexingo

Topics in this episode

Customer Lifetime Value marketing attribution model loyalty program attribution signup attribution purchase attribution

Episode notes

Lucas and Luna explore why marketing attribution models often fail to credit loyalty program signups, even when they drive significant customer lifetime value. They break down the mechanics of how loyalty programs create a measurement blind spot - because signups happen in-store, on apps, or via customer service, while the eventual purchases get attributed to other channels. The episode centers on a pharmacy chain that launched a coffee loyalty program and saw a measurable lift in cross-category spend, yet its attribution model gave all the credit to paid search and email. Lucas and Luna discuss the concept of 'signup attribution' versus 'purchase attribution,' how to design tests that capture the true incremental effect, and why brands should treat loyalty enrollment as a conversion event with its own conversion value. They also touch on the challenge of merging offline and online data, and suggest practical steps like using promo codes at signup and building holdout groups. The takeaway: if your loyalty program isn't showing up in your dashboards, the problem might be your attribution model, not the program.

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