Why Your Marketing Attribution Is Missing the Holiday Season Effect

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Why Your Marketing Attribution Is Missing the Holiday Season Effect

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Most attribution models treat every day of the year the same — but consumer behavior shifts dramatically during the holiday season. In this episode, Lucas and Luna break down how standard multi-touch attribution models systematically misattribute December conversions, using real data from a mid-market ecommerce brand that saw its CPA drop 40 percent in December only to rise 25 percent in January. They explore why last-click models over-index on holiday ads while underweighting the November brand campaigns that actually drove the purchase. The hosts also discuss how media mix models with seasonal variables can correct for this distortion, and why marketing teams should run separate attribution weights for peak and off-peak periods. If you've ever wondered why your January campaign performance looks terrible even though the strategy didn't change, this episode will explain the seasonal attribution blind spot and how to fix it. #MarketingAnalytics #AttributionModeling #SeasonalMarketing #HolidayAdvertising #MultiTouchAttribution #LastClickAttribution #MediaMixModeling #CampaignMeasurement #CPADistortion #ConsumerBehavior #EcommerceMarketing #DecemberConversions #MarketingROI #DataDrivenMarketing #RetailMedia #PerformanceMarketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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