Lucas and Luna scrutinize the messy reality of marketing analytics—where attribution models break, vanity metrics mislead, and campaign data never tells a clean story. Each episode picks a single measurement problem: how last-touch attribution overvalues the final click, why multi-touch models introduce their own biases, or what happens when Facebook and Google report conflicting conversion numbers. Lucas brings the technical rigor—explaining lift studies, incrementality testing, and the statistical pitfalls of small sample sizes—while Luna keeps the conversation tethered to real campaign decisions: budget reallocation, creative testing, and the trade-off between precision and speed. Together they walk through actual brand case studies (from direct-to-consumer startups to enterprise SaaS), showing which metrics mattered, which ones were noise, and how the team eventually reconciled data with strategic judgment. This is not a podcast about marketing automation hacks or growth-hacking gi
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Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance is a business podcast hosted by Fexingo, with 199 episodes on record and a Required Pod Score of 80.
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Fexingo hosts Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance, a business show with 199 episodes published.
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Episode #208
How Retail Media Networks Quietly Capture Ad Spend
Oct 3, 202612 minS5
In this episode of Marketing Analytics with Fexingo, Lucas and Luna unpack the explosive growth of retail media networks. They examine how major retailers have evolved from simple point-of-sale locations into sophisticated advertising platforms that now command billions in brand budgets. The discussion focuses on the specific mechanics of off-site retail ads, why traditional attribution models struggle to capture their value, and what CMOs are doing to measure true return on ad spend in a cookieless world. #RetailMedia #MarketingAnalytics #AdSpend #AttributionModeling #FirstPartyData #EcommerceGrowth #BrandBudgets #DigitalAdvertising #ConsumerInsights #FexingoBusiness #BusinessPodcast #MarketingStrategy #RetailTech #DataPrivacy #ROAS #CustomerJourney #LucasAndLuna #FinanceNews Keep every episode free: buymeacoffee.com/fexingo
In this episode, Lucas and Luna dissect the silent killer of marketing efficiency: the false sense of security provided by last-click attribution models. They explore a specific case where a mid-sized e-commerce brand wasted forty percent of its budget on low-intent channels because their analytics dashboard only rewarded the final click. The hosts explain how to identify when your data is lying to you, using concrete examples from retail media networks and organic search decay. You will learn why shifting even ten percent of spend toward top-of-funnel awareness can actually lower your customer acquisition cost over time. This is not just about better software; it is about understanding human decision journeys that span weeks, not minutes. #MarketingAnalytics #AttributionModeling #CustomerAcquisitionCost #LastClickFallacy #BrandLift #MarketingROI #DigitalStrategy #ConversionOptimization #DataDrivenMarketing #FexingoBusiness #BusinessPodcast #MarketingTrends2026 #EcommerceGrowth #ConsumerBehavior #MediaMixModeling #OrganicSearch #PaidMedia #LucasAndLuna Keep every episode free: buymeacoffee.com/fexingo
How Contextual Intelligence Replaces Cookie Tracking
Oct 1, 202611 minS5
With third-party cookies effectively dead by October 2026, marketers are pivoting to contextual intelligence as the primary attribution engine. Lucas and Luna examine how brands like Nike and Unilever are using real-time content analysis rather than user tracking to place ads in relevant environments. The episode breaks down why this shift matters for privacy compliance and long-term brand safety, offering a concrete framework for measuring campaign performance without relying on individual consumer data trails. #ContextualAdvertising #MarketingAnalytics #CookielessFuture #BrandSafety #DigitalMarketing #AdTech #PrivacyFirst #ContentIntelligence #FexingoBusiness #BusinessPodcast #MarketingStrategy #AdPlacement #ConsumerPrivacy #MediaBuying #LucasAndLuna #DataDriven #OnlineAds #MarketTrends Keep every episode free: buymeacoffee.com/fexingo
How Marketing Mix Modeling Fixes Attribution Blind Spots
Sep 30, 202611 minS5
Most marketers rely on last-click attribution, which assigns all credit to the final touchpoint and ignores the long lead-up. This approach systematically undervalues brand awareness campaigns and overpays for direct response. Lucas and Luna break down how marketing mix modeling uses historical data to allocate credit across channels more accurately. They examine a specific case where shifting from last-click to M&A revealed that television ads were driving half of all online conversions. The conversation covers why M&M is essential for mid-market companies today, how to interpret regression coefficients, and why this method protects budgets during economic downturns. Listeners will learn one concrete thing: how to identify if their own media mix is being misallocated by looking at the correlation between ad spend and organic search volume. #MarketingMixModeling #AttributionModeling #MediaAllocation #LastClickBias #BrandAwareness #DigitalMarketingStrategy #DataDrivenDecisions #ROIAnalysis #CampaignPerformance #MediaBudgeting #RegressionAnalysis #ChannelEffectiveness #ConsumerBehavior #MarketingAnalytics #BusinessGrowth #FexingoBusiness #BusinessPodcast #LucasAndLuna Keep every episode free: buymeacoffee.com/fexingo
How Brand Lift Studies Reveal True Marketing Impact
Sep 29, 20269 minS5
Lucas and Luna dive into the often-overlooked world of brand lift studies, exploring how they differ from direct response metrics. Using a specific case study of a major beverage company's recent campaign, they explain why measuring attitude change is critical for long-term growth. The hosts discuss the methodology behind these surveys, common pitfalls in sample sizing, and how to integrate qualitative insights with quantitative data. They challenge the listener to rethink their current attribution models by considering the silent influence of brand perception on future purchase decisions. This episode offers actionable advice for marketers looking to prove the value of awareness campaigns to skeptical CFOs. #BrandLift #MarketingAnalytics #FexingoBusiness #BusinessPodcast #AttributionModeling #ConsumerInsights #MarketResearch #BrandAwareness #DigitalMarketing #CampaignMeasurement #CustomerPsychology #MarketingROI #DataDriven #AdvertisingStrategy #GrowthMarketing #SalesFunnel #BrandEquity #MarketingTrends Keep every episode free: buymeacoffee.com/fexingo
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