Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance

Fexingo
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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 gimmicks; it is a podcast for the analyst or manager who stares at a dashboard every morning and needs to know: What is this number actually telling me? And when can I trust it enough to act? #MarketingAnalytics #AttributionModeling #CampaignMeasurement #MarketingROI #DataDrivenMarketing #MarketingMetrics #IncrementalityTesting #MarketingAttribution #MarketingData #Analytics #MarketingPodcast #BusinessPodcast #FexingoBusiness #Business #Marketing #Podcast #DataAnalytics #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo

  1. 6h ago

    How Geo Experiments Fix Broken Attribution Models

    Episode 38 of Marketing Analytics with Fexingo. Lucas and Luna dig into geo-based incrementality testing — why running controlled experiments across geographic regions is the gold standard for measuring true ad lift. They break down a real example: how a national quick-service chain used city-level test-and-control markets to isolate the impact of a new digital campaign, uncovering that their multi-touch attribution model had overstated mobile display ROI by 40 percent. They explain the minimum viable setup: at least 20 matched DMAs, a 70-30 split, and four to six weeks of runtime. They also discuss common pitfalls like competitive spillover and seasonality bias. No clickbait, just practical analytics for marketers who want to stop guessing and start measuring. #GeoExperiments #IncrementalityTesting #MarketingAnalytics #Attribution #AdLift #TestAndControl #DMA #QuickServiceChain #MobileDisplay #ROI #MarketingMeasurement #DataDriven #CampaignMeasurement #FexingoBusiness #BusinessPodcast #Marketing #Analytics #ExperimentDesign Keep every episode free: buymeacoffee.com/fexingo

    8 min

  2. 18h ago

    Why Marketing Mix Models Outperform Last-Click Attribution

    Most marketers still rely on last-click attribution, but it systematically undervalues upper-funnel channels. In this episode, Lucas and Luna break down a real-world case from a $200 million DTC brand that switched from last-click to a Bayesian marketing mix model. They explain why the switch revealed that TV and podcasts were driving 40% of incremental revenue — not the 8% last-click showed — and walk through the three biggest mistakes companies make when adopting MMM. If you've ever wondered why your attribution dashboard doesn't match your P&L, this episode gives you the concrete reasons and a practical framework for fixing it. #MarketingMixModeling #LastClickAttribution #DTCBrands #MarketingAnalytics #Incrementality #BayesianStatistics #TVAdvertising #PodcastAds #Attribution #MarketingROI #DataDrivenMarketing #MediaMixModel #Business #Finance #Marketing #FexingoBusiness #BusinessPodcast #Analytics Keep every episode free: buymeacoffee.com/fexingo

    9 min

  3. 1d ago

    Why Ad Viewability Metrics Mislead Marketers

    Lucas and Luna dig into the viewability metric that the entire digital ad industry relies on — and why it's often misleading. Using a real example from a $2 million programmatic campaign run by a midsize retailer, Lucas explains how the Interactive Advertising Bureau's standard of 50% pixels for 1 second can declare an ad 'viewable' even when no human is paying attention. They explore research from Google showing that only 8% of viewable display ads actually get seen by a human for more than a second, and discuss the gap between viewability and attention. Luna challenges whether viewability is still useful at all, and they land on the practical fix: layering eye-tracking based attention metrics or using 'active viewability' thresholds. The episode includes a donation segment tied to the show being ad-free, supported by listeners at buy me a coffee dot com slash fexingo. #AdViewability #Viewability #AttentionMetrics #ProgrammaticAdvertising #DigitalMarketing #IABStandards #GoogleResearch #DisplayAds #MarketingAnalytics #AdEffectiveness #Attribution #CampaignMeasurement #AdFraud #BrandSafety #EyeTracking #ActiveViewability #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

    7 min

  4. 1d ago

    Why Ad Frequency Caps Matter More Than You Think

    Episode 35 of Marketing Analytics with Fexingo dives into the underappreciated power of ad frequency caps. Lucas and Luna explore how setting the right frequency limit can dramatically improve campaign ROI, reduce ad fatigue, and prevent brand harm. They walk through real data from a 2025 e-commerce case where capping frequency at three impressions per user per week lifted conversion rates by 18 percent while cutting wasted spend by 22 percent. They also discuss how frequency caps interact with attribution models, why overexposure can inflate last-click credit, and practical tips for setting frequency limits across channels like social, display, and video. If you've ever wondered why showing an ad too often can backfire, this episode has the numbers and strategy you need. #AdFrequencyCaps #MarketingAnalytics #CampaignROI #AdFatigue #FrequencyManagement #AttributionModels #DigitalAdvertising #MediaPlanning #ConversionOptimization #WastedAdSpend #EcommerceMarketing #SocialMediaAds #DisplayAdvertising #VideoAdvertising #BrandSafety #DataDrivenMarketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

    7 min

  5. 2d ago

    Why Multi-Touch Attribution Models Can Mislead Your P&L

    Episode 34 of Marketing Analytics with Fexingo dives into a common but dangerous pitfall: multi-touch attribution models that look sophisticated but actually misallocate credit and inflate ROI. Lucas and Luna unpack a real-world example from a DTC brand that saw a 40% discrepancy between its attribution model and a simple holdout test. They explain why last-click models often outperform MTA in volatile channels, how to sanity-check your model with incrementality data, and why attributing fractional credit to every touch can make your P&L look better than it really is. If you're a marketer, analyst, or founder relying on attribution to make budget decisions, this episode gives you the questions to ask before you trust the numbers. #MultiTouchAttribution #MarketingAnalytics #P&L #AttributionModel #LastClick #IncrementalityTesting #HoldoutTest #DTC #MarketingROI #DataDriven #FractionalCredit #CampaignPerformance #Business #Marketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #Analytics Keep every episode free: buymeacoffee.com/fexingo

    9 min

  6. 2d ago

    How Multi-Touch Attribution Impacts P&L

    In this episode, Lucas and Luna dive into how multi-touch attribution directly affects a company's profit and loss statement. They explore a real case from a mid-size e-commerce brand that shifted from last-click to a custom weighted attribution model, resulting in a 15% increase in return on ad spend over six months. The hosts break down why attribution is more than just a reporting tool—it's a financial lever. Lucas explains the concept of diminishing returns on channel spend and how proper attribution reveals which channels are truly driving incremental profit. Luna challenges the notion that all attribution models are equally valid, pointing out that many overlook offline influence and customer journey complexity. They discuss the importance of aligning attribution with unit economics and how even a simple model can beat no model at all. The episode hits on the practical trade-offs between accuracy and simplicity, and why marketers should think like CFOs. Listeners walk away with a concrete understanding of how attribution decisions ripple through the P&L, and a framework for evaluating their own approach. #MarketingAnalytics #MultiTouchAttribution #MarketingROI #ProfitAndLoss #AttributionModeling #LastClick #IncrementalProfit #UnitEconomics #EcommerceMarketing #AdSpendOptimization #DataDrivenMarketing #MarketingFinance #ChannelAttribution #MarketingMeasurement #BusinessPodcast #FexingoBusiness #AttributionWins #MarketingTechnology Keep every episode free: buymeacoffee.com/fexingo

    7 min

  7. 3d ago

    Why Your Attribution Model Needs a Control Group

    Episode 32 of Marketing Analytics with Fexingo dives into a foundational flaw in many attribution models: the lack of a true control group. Lucas and Luna examine how Unilever's 2023 ice cream campaign in Brazil used a geo-based holdout to prove that their digital spend drove only 12% incremental lift, not the 35% their last-click model claimed. They walk through the mechanics of matched-market experiments, the minimum sample size for statistical significance, and why a control group is the only way to separate correlation from causation. If you've ever wondered why your attribution dashboard shows a high ROAS but your revenue flatlines, this episode gives you the diagnostic tools to find the gap. Listeners learn one concrete number: a properly designed control group can cut attributed conversions by 20 to 50 percent on average, revealing which channels actually move the needle. #MarketingAnalytics #Attribution #ControlGroup #Incrementality #Unilever #GeoHoldout #CausalInference #A_BTesting #MarketingROI #LastClick #DataDriven #CampaignMeasurement #HoldingOut #StatisticallySignificant #Marketing #BusinessPodcast #FexingoBusiness #AttributionModel Keep every episode free: buymeacoffee.com/fexingo

    7 min

  8. 3d ago

    Why Incrementality Testing Saves Millions on Ad Spend

    Most marketing teams still judge ad performance by last-click attribution — and they're overpaying by billions. In this episode, Lucas and Luna break down why incrementality testing is the only reliable way to measure true ad lift, using a real case from a major retailer that ran a geo-level experiment and discovered 40% of its digital spend was wasted. They explain the difference between 'was this ad seen?' and 'did this ad cause a sale?' — and why brands like Procter & Gamble have already shifted billions into incrementality-based measurement. If your marketing analytics stack doesn't include a holdout group, this episode is your wake-up call. #IncrementalityTesting #MarketingAnalytics #AdSpend #Attribution #LiftMeasurement #GeoTesting #HoldoutGroups #DigitalMarketing #ROI #PPC #MediaMix #ProcterAndGamble #MarketingMeasurement #DataDrivenMarketing #AdFraud #MarketingROI #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

    7 min
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About

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 gimmicks; it is a podcast for the analyst or manager who stares at a dashboard every morning and needs to know: What is this number actually telling me? And when can I trust it enough to act? #MarketingAnalytics #AttributionModeling #CampaignMeasurement #MarketingROI #DataDrivenMarketing #MarketingMetrics #IncrementalityTesting #MarketingAttribution #MarketingData #Analytics #MarketingPodcast #BusinessPodcast #FexingoBusiness #Business #Marketing #Podcast #DataAnalytics #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo

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