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

Episode 7 of Marketing Analytics with Fexingo tackles one of the thorniest problems in modern marketing: connecting customer touchpoints across different platforms without violating privacy laws. Lucas explains how data clean rooms let brands match ads from Google, Facebook, and Amazon to actual purchases, all while keeping user data anonymized. He walks through specific examples — retail chains s...

In episode six of Marketing Analytics with Fexingo, Lucas and Luna tackle the hidden flaw in multi-touch attribution: garbage data in, garbage attribution out. Using the example of a $50 million e-commerce brand that ran 40 different attribution models and got 40 different answers, they explain why data hygiene—not model complexity—is the real bottleneck. Lucas breaks down how duplicate leads, bot...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna tackle a controversial topic: the growing reliance on Facebook and Google's built-in attribution tools, and why those platforms' numbers often tell a rosier story than reality. They dive into a 2025 study by the Marketing Accountability Standards Board that found platform-reported conversions were on average 42% higher than indepe...

In this episode of Marketing Analytics with Fexingo, Lucas and Luna explore why customer lifetime value (LTV) is a more reliable metric than return on ad spend (ROAS) for allocating marketing budgets. Using the case of online mattress company Purple, which shifted from ROAS-driven prospecting to LTV-based retention in 2023 and saw a 34% increase in repeat purchase rate within 18 months, they unpac...

Multi-touch attribution models are popular, but they often overcredit channels that merely happen to be present. In this episode, Lucas and Luna explore why incrementality testing—running controlled experiments to isolate true lift—is gaining traction among serious marketers. They walk through a 2024 case study from an independent e-commerce brand that ran geo-based incrementality tests and discov...

Most marketers still use last-click attribution — giving 100 percent credit to the final touchpoint before a conversion. In this episode, Lucas walks through a real example from a mid-market DTC brand that spent $80,000 on Facebook ads in Q1 2026, only to discover that 62 percent of their conversions actually started with a branded Google search. They were paying for awareness they thought Faceboo...

On the debut of Marketing Analytics with Fexingo, Lucas and Luna dissect a single watershed moment: the day HubSpot publicly retired its own first-touch attribution model after years of defending it. Why did a company that literally coined the term 'inbound marketing' admit its core metric was misleading? Lucas walks through the internal data that forced the change, the backlash from legacy custom...