Marketing Analytics with Fexingo · 2026-07-26 · 8 min
Episode 136 of Marketing Analytics with Fexingo. Lucas and Luna explore why traditional attribution models systematically undercount customer referrals - especially those that happen offline or via untrackable links. Drawing on a 2025 study from the Word of Mouth Marketing Association (WOMMA), which found that referrals drive 18% of new customer acquisitions but only 2% are attributed to a trackable source, the hosts break down the mechanics of refer-a-friend programs, dark referrals, and the 'copy-paste gap.' They discuss real-world fixes like custom promo codes, referral-specific landing pages, and probabilistic attribution models. The episode argues that without addressing referral blindness, marketers are missing a high-intent, low-cost acquisition channel. #MarketingAnalytics #AttributionModel #ReferralMarketing #WordOfMouth #CustomerAcquisition #WOMMA #DarkSocial #UTMParameters #ProbabilisticAttribution #ReferralLink #PromoCode #CopyPasteGap #OfflineConversion #SaaSGrowth #B2BMarketing #MarketingPodcast #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo
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