Episodes

  • Why Your Marketing Attribution Is Missing the Holiday Season Effect

    Why Your Marketing Attribution Is Missing the Holiday Season Effect
    Jun 29 2026
    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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    10 mins
  • How Clean Rooms Save Marketing Attribution

    How Clean Rooms Save Marketing Attribution
    Jun 28 2026
    Episode 80 of Marketing Analytics unpacks data clean rooms: the privacy-safe sandboxes where brands match customer data with platforms like Google and Meta without exposing raw PII. Lucas and Luna walk through a real-world case where a major retailer used a clean room to measure cross-channel incrementality — and discovered 22 percent of its attributed conversions were driven by ad exposure alone, not real sales lift. They explain how clean rooms bypass cookie deprecation, reconcile CRM data with platform logs, and let marketers run attribution without leaking customer lists. No hype, no vendor shilling — just a clear, specific explanation of why clean rooms are becoming the backbone of marketing measurement in 2026. #DataCleanRooms #MarketingAttribution #PrivacySandbox #Incrementality #Measurement #RetailMedia #GoogleAds #Meta #CRM #AdTech #PrivacyFirst #MarketingAnalytics #Business #FexingoBusiness #BusinessPodcast #PodcastEpisode #Episode80 #Marketing Keep every episode free: buymeacoffee.com/fexingo
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    11 mins
  • How In-App Events Improve Mobile Marketing Attribution

    How In-App Events Improve Mobile Marketing Attribution
    Jun 28 2026
    Episode 79 of Marketing Analytics with Fexingo. Lucas and Luna dive into a specific blind spot in mobile attribution: the over-reliance on in-app purchases as the only conversion signal. Lucas explains how in-app events like level completions, tutorial finishes, or content shares can serve as stronger leading indicators of long-term value, especially for freemium apps. He walks through a concrete example from a mobile gaming studio that shifted from last-touch IAP attribution to an event-based model, improving their ROAS by 23 percent within one quarter. Luna challenges whether event-based attribution introduces new complexities, like event quality scoring and privacy constraints from Apple's App Tracking Transparency. The conversation lands on practical steps: identify the five in-app events that best predict retention, weight them by correlation to seven-day engagement, and then use media mix modeling to validate the lift. No fluff. One concrete framework you could start testing next week. #InAppEvents #MobileAttribution #FreemiumModel #AppTrackingTransparency #MarketingAnalytics #CampaignMeasurement #AttributionModeling #MobileGaming #EventBasedAttribution #ConversionSignal #ROAS #RetentionMetrics #Marketing #Business #Attribution #FexingoBusiness #BusinessPodcast #Podcast Keep every episode free: buymeacoffee.com/fexingo
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    12 mins
  • Why Customer Lifetime Value Outlasts Any Attribution Model

    Why Customer Lifetime Value Outlasts Any Attribution Model
    Jun 27 2026
    Episode 78 of Marketing Analytics with Fexingo. Lucas and Luna dig into why Customer Lifetime Value (CLV) is a more durable north star than attribution models—especially when those models break. They walk through a concrete example: a DTC mattress company that spent $2.3 million on Meta ads in Q1 2026. Last-touch attribution gave the campaign a 4.2x ROAS. But a CLV analysis, factoring in repeat purchases and referral value over 24 months, showed the true return was just 1.1x after accounting for returns, customer support, and churn. The hosts explain how CLV forces marketers to look beyond the click, why it exposes attribution's time-horizon bias, and how to build a simple CLV framework using cohort analysis. No fluff, no jargon—just a practical case that could save a brand from misreading its own data. #CustomerLifetimeValue #CLV #MarketingAttribution #AttributionBias #DTCMattress #MetaAds #ROAS #MarketingAnalytics #CohortAnalysis #RepeatPurchase #ChurnRate #MarketingROI #Marketing #Business #DigitalMarketing #FexingoBusiness #BusinessPodcast #MarketingAnalyticsPodcast Keep every episode free: buymeacoffee.com/fexingo
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    8 mins
  • Why Incrementality Tests Beat Attribution Models for Marketing ROI

    Why Incrementality Tests Beat Attribution Models for Marketing ROI
    Jun 27 2026
    In this episode of Marketing Analytics with Fexingo, Lucas and Luna explore why incrementality testing is often superior to traditional attribution models for measuring true marketing ROI. Using the case of a DTC brand that ran a geo-incrementality test, they show how last-touch and multi-touch attribution overestimated Facebook ad returns by 40%. They walk through the test design, the surprising results, and why this method is gaining traction among sophisticated marketers. If you've ever wondered whether your attribution data is misleading you, this episode offers a concrete alternative rooted in controlled experimentation. #IncrementalityTesting #MarketingROI #AttributionModels #DTCBrands #GeoExperiments #FacebookAds #MarketingAnalytics #DataDrivenMarketing #AdWaste #CampaignMeasurement #Marketing #BusinessPodcast #FexingoBusiness #Podcast #MarketingStrategy #DigitalMarketing #AdSpend #ConversionTracking Keep every episode free: buymeacoffee.com/fexingo
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    5 mins
  • How Incrementality Testing Reveals Ad Waste

    How Incrementality Testing Reveals Ad Waste
    Jun 26 2026
    Episode 76 of Marketing Analytics with Fexingo dives into incrementality testing—why it's the gold standard for measuring true ad impact. Lucas and Luna walk through a real-world example: how an e-commerce brand running Facebook and Google Shopping campaigns discovered that 40% of their last-click conversions would have happened anyway. They break down the difference between correlation and causality, the mechanics of a proper holdout experiment, and why most attribution models overstate performance by 20-50%. By the end, you'll understand why incrementality testing beats any attribution model for optimizing spend. #IncrementalityTesting #AdWaste #MarketingAttribution #HoldoutExperiment #CausalMeasurement #FacebookAds #GoogleShopping #EcommerceMarketing #MarketingROI #AttributionModels #CampaignOptimization #DataDrivenMarketing #MarketingAnalytics #AdvertisingEffectiveness #Business #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo
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    9 mins
  • Why Digital Shelf Analytics Beat Attribution Models

    Why Digital Shelf Analytics Beat Attribution Models
    Jun 26 2026
    Lucas and Luna dive into digital shelf analytics — the practice of tracking product availability, pricing, and content quality on retailer platforms. Using the example of a midsize CPG brand that fixed a 14-week stockout on Amazon without changing an ad budget, they explain why the digital shelf is often the biggest leak in the marketing funnel. They contrast this with traditional attribution models that miss supply-side friction entirely. Listeners learn the three key metrics of the digital shelf: availability, content accuracy, and share of search. The episode also covers how one toilet paper brand recovered 12% of lost sales simply by auditing retailer PDPs. #DigitalShelfAnalytics #ShopperMarketing #RetailMedia #AttributionBlindSpots #Availability #ContentAccuracy #ShareOfSearch #Stockouts #PDPOptimization #RetailerCompliance #CPG #Amazon #Walmart #MarketingAnalytics #FexingoBusiness #BusinessPodcast #Marketing #AttributionModels Keep every episode free: buymeacoffee.com/fexingo
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    11 mins
  • How Server Side Tagging Fixes Marketing Attribution

    How Server Side Tagging Fixes Marketing Attribution
    Jun 25 2026
    Episode 74 of Marketing Analytics with Fexingo dives into server-side tagging — a technical shift that is quietly reshaping how marketers measure campaign performance. Lucas and Luna unpack why client-side tags miss conversions from ad blockers, browser privacy updates, and slow page loads. They walk through a concrete example: a retailer that lost 30 percent of its Facebook conversion data after Apple's Intelligent Tracking Prevention kicked in. By moving tags to a Google Cloud server, the retailer recovered a 22 percent lift in attributed revenue from the same ad spend. The hosts explain how server-side tagging preserves first-party data integrity, reduces data loss from tracking blockers, and gives marketers cleaner signals for multi-touch attribution models. They also discuss the trade-offs — higher engineering cost, latency risks, and the temptation to overcorrect with inflated view-through windows. No platitudes, no vendor pitches. Just a focused look at why this infrastructure change matters more than any attribution model tweak. #ServerSideTagging #MarketingAttribution #FirstPartyData #AdBlockers #PrivacyUpdates #GoogleTagManager #CloudTagging #ConversionTracking #DataLoss #MarketingAnalytics #DigitalMarketing #AdMeasurement #FacebookAds #GoogleAds #AttributionModel #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo
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    10 mins