Marketing Analytics with Fexingo · 2026-07-08 · 8 min
Episode 100 of Marketing Analytics with Fexingo dives into the messy reality of marketing attribution - and why even the most sophisticated models still get the basics wrong. Lucas and Luna unpack the 'last-click fallacy' that persists across industries, spotlighting how a major consumer brand's data revealed that 40% of conversions were misattributed to the wrong touchpoint. They explore the core tension between multi-touch models and real-world customer journeys, using the example of a home-goods retailer whose email campaigns were stealing credit from search ads. Along the way, they discuss how incrementality testing can reveal hidden over-attribution, and why the smartest marketers are now blending attribution outputs with controlled experiments. For longtime listeners, this episode ties together threads from earlier shows on view-through inflation, recency bias, and control groups. Perfect for anyone tired of attribution dashboards that look great but mislead.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
The 3-Pillar Framework to Scale Any E-Commerce Brand (Feat. Abir Syed)Brain Driven Brands · on Incrementality testing90 / 100
What Marketers Can Control When AI Changes Everything with Nick Wedewer, VP of Growth Marketing at Hims & HersThe Partnership Economy · on Multi-touch attribution87 / 100
How CMOs Are Using Data Clean Rooms for Privacy-First TargetingThe CMO Podcast with Fexingo · on Incrementality testing85 / 100
Retail Media In Your Ears: Inside Dollar General's 21,000-Store Audio NetworkFuture Commerce · on Incrementality testing83 / 100
230: Zero-click marketing broke the measurement layer, so what should ops teams do now, with Amanda NatividadHumans of Martech · on Incrementality testing83 / 100
Pull Up a Chair: A Conversation with Corey MitchellAnalytics Friday · on Incrementality testing75 / 100
Why Incremental Lift Testing Beats Attribution91 / 100How Brand Lift Studies Reveal True Marketing ImpactHow Offline Sales Drive Online Marketing ROIHow Contextual Targeting Replaces CookiesHow First-Party Data Reshapes Attribution