Marketing Analytics with Fexingo · 2026-07-16 · 9 min
Lucas and Luna examine how influencer marketing breaks standard attribution models. Most platforms credit a last-click or first-touch conversion, but influencer content works differently - it builds consideration over time across multiple channels. The hosts walk through a real scenario: a beauty brand running a six-month campaign with a mid-tier influencer on Instagram. They show how the brand's attribution model credited paid search for the bulk of conversions, when the real driver was influencer content viewed weeks earlier. The episode explores the concept of 'influencer halo effect' and why MMM can fill the gap where click-based attribution fails. A concrete case with implications for any marketer spending on creators. #InfluencerMarketing #Attribution #MarketingAnalytics #MarketingMeasurement #MarketingMixModeling #SocialMediaMarketing #CreatorEconomy #MMM #LastClick #FirstTouch #HaloEffect #Instagram #BeautyBrand #InfluencerHalo #MarketingROI #FexingoBusiness #BusinessPodcast #FexingoMarketing Keep every episode free: buymeacoffee.com/fexingo
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