Why Your Attribution Model Misses Direct Mail

Episode notes

In this episode of Marketing Analytics with Fexingo, Lucas and Luna tackle a persistent blind spot in modern attribution: direct mail. Most marketing teams write off snail mail as unmeasurable, but new tracking methods - from QR codes to personalized URLs and machine-learning lift analysis - are proving that direct mail still drives significant conversions, especially in B2B and high-consideration purchases. Lucas shares a concrete case: a mid-size software company that ran a controlled test and found direct mail contributed 18% of closed-won deals, yet its attribution model assigned zero credit. They discuss why traditional last-click and multi-touch models miss offline touchpoints, how to set up proper tracking without violating privacy, and why the rise of 'zero-party data' makes direct mail more relevant than ever. If you think direct mail is dead or unmeasurable, this episode will challenge that assumption with real data and practical attribution fixes.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• The Machine That Builds the Machine: AI, Agentic Automation & the Future of Marketing Analytics, with Alexander Buttler | Senior Account Manager & AdverityMarketing x Analytics · on direct mail attribution72 / 100
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