Why Attribution Models Miss the Value of Customer Lifetime Value

Episode notes

In this episode of Marketing Analytics, Lucas and Luna explore a blind spot in most attribution models: they optimize for the conversion, not the customer. Using the example of a subscription meal-kit company, they show how last-click and even multi-touch models undervalue the first purchase, which is often driven by a discount, and overvalue the repeat orders that come from habit. They discuss how shifting to a customer lifetime value (CLV) framework changes budget allocation, creative strategy, and even which channels you invest in. The hosts also touch on the practical challenges of measuring CLV, from data requirements to organizational resistance, and why some companies are starting to build custom attribution models that weight channels based on their impact on long-term revenue. If you've ever wondered why your paid social numbers look great but your margins don't, this episode offers a fresh perspective on what you should actually be measuring.

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