Why Your Attribution Model Still Breaks

Episode notes

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.

Related episodes across the Index

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

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• Elevating the CMO Role: Becoming a Chief Market Orchestrator with Matt HeinzGrowth Activated · on marketing attribution84 / 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
• #124 Why Authentic Content Beats the Algorithm | Yoray HalevyAlways Be Testing · on Multi-touch attribution83 / 100

• Why Attribution Models Ignore Missed Calls79 / 100
• How Incrementality Reveals True Marketing Impact90 / 100
• How Marketing Attribution Fails on Subscription Models82 / 100
• Why Marketing Attribution Misses the Seasonality Pattern91 / 100
• Why Marketing Attribution Breaks on Subscription Models92 / 100