Marketing Analytics with Fexingo · 2026-08-04 · 8 min
Retail media networks are reshaping digital advertising, but most attribution models still treat them like ordinary display ads. In this episode, Lucas and Luna break down why that's a problem, using a concrete example from a major grocery chain's sponsored product results. They explain how retail media networks capture shopper intent, why last-click attribution undercounts their role, and what marketers can do about it - including testing with geo experiments and building incrementality into their measurement stack. If you're a marketer wondering whether your attribution data is telling the truth about retail media, this episode gives you a practical framework for thinking it through. #RetailMediaNetworks #MarketingAttribution #SponsoredProducts #Incrementality #MarketingMeasurement #DigitalAdvertising #EcommerceMarketing #AttributionModelling #MarketingAnalytics #GroceryRetail #ShopperMarketing #CPGMarketing #CustomerJourney #MarketingData #MediaBuying #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
The 3-Pillar Framework to Scale Any E-Commerce Brand (Feat. Abir Syed)Brain Driven Brands · on Incrementality testing90 / 100
I Debated the Inventor of Zero-Click Marketing | Amanda Natividad (SparkToro)Ahrefs Podcast · on Attribution models88 / 100
Retail Media In Your Ears: Inside Dollar General's 21,000-Store Audio NetworkFuture Commerce · on Incrementality testing83 / 100
230: Zero-click marketing broke the measurement layer, so what should ops teams do now, with Amanda NatividadHumans of Martech · on Incrementality testing83 / 100
Cannes Lions Edition 2026: Part 2 - Marketing in the Age of DisruptionTime For A Reset Marketing Podcast: Insights from Global Brand Marketers · on Retail media networks76 / 100
Pull Up a Chair: A Conversation with Corey MitchellAnalytics Friday · on Incrementality testing75 / 100
Why Incremental Lift Testing Beats Attribution91 / 100How Brand Lift Studies Reveal True Marketing ImpactHow Offline Sales Drive Online Marketing ROIHow Contextual Targeting Replaces CookiesHow First-Party Data Reshapes Attribution