Why Geo Experiments Beat Multi-Touch Attribution

Episode notes

Lucas and Luna tackle a blind spot that trips up nearly every marketing team: the over-reliance on user-level attribution models that can't capture aggregate effects like brand lift or halo. They break down why the industry is slowly pivoting to geo-based experiments - using real examples from a national retailer that ran a six-week geo test across 40 DMAs. Lucas explains the math behind minimum detectable effect and why most brands run experiments that are too small to trust. Luna challenges him on the cost and complexity of geo tests, and they land on a pragmatic hybrid: geo for big strategic bets, multi-touch for campaign optimization. This episode gives you a concrete framework for knowing when your attribution numbers are lying to you. #MarketingAttribution #GeoExperiments #MarketingAnalytics #DataDrivenMarketing #AttributionModeling #Measurement #BrandLift #HaloEffect #MarketingROI #CampaignMeasurement #Business #Podcast #FexingoBusiness #BusinessPodcast #Marketing #Analytics #Experimentation #Attribution Keep every episode free: buymeacoffee.com/fexingo

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