Marketing Analytics with Fexingo · 2026-08-05 · 7 min
In this episode of Marketing Analytics with Fexingo, Lucas and Luna explore why attribution models consistently undervalue branded search. Using the example of a DTC skincare company that saw a 40 percent drop in branded search volume after pausing TV ads, they explain how last-click and multi-touch models misattribute branded search to organic or direct traffic, leading to underinvestment in the very campaigns that drive it. They discuss the concept of 'branded search lift' and how brands can measure it through geo experiments or holdout tests. They also touch on the role of brand equity and how search marketing teams often fight for budgets that don't reflect true contribution. Practical takeaways include running a one-week branded search pause to measure organic and direct traffic impact, and using incrementality testing to reallocate budget. The episode is packed with actionable advice for marketers wrestling with attribution blind spots.
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