Episodes

  • Why Your Marketing Attribution Is Broken And How To Fix It

    Why Your Marketing Attribution Is Broken And How To Fix It
    Oct 18 2026
    Most marketers are still using last-click attribution, which assigns one hundred percent of the credit to the final touchpoint while ignoring the weeks of research that actually drove the decision. In this episode, Lucas and Luna dissect why this model fails in modern customer journeys where buyers visit ten sites before buying. They explore how multi-touch models like time-decay and position-based offer a more accurate view of performance, helping brands allocate budget to awareness channels rather than just bottom-funnel retargeting. #MarketingAnalytics #AttributionModel #CustomerJourney #DigitalMarketing #LastClickProblem #MultiTouchAttribution #MarketingROI #DataDriven #BusinessStrategy #FexingoBusiness #BusinessPodcast #LucasAndLuna #MarketingTech #ConversionOptimization #BrandAwareness #GrowthMarketing #AdSpend #ConsumerBehavior Keep every episode free: buymeacoffee.com/fexingo
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    7 mins
  • How Retail Media Networks Shift Marketing Attribution

    How Retail Media Networks Shift Marketing Attribution
    Oct 17 2026
    Retail media networks have quietly become the largest digital ad channel in America, yet most marketers still measure them using legacy last-click models that undervalue their true impact. In this episode, we break down how Walmart Connect and Amazon Advertising are changing the math on customer acquisition costs. We look at a specific case where shifting ten percent of brand budget to retail media improved return on ad spend by eighteen percent, not because the ads were better, but because the data was closer to the transaction. We also explore why zero-party data from loyalty programs is becoming the new currency for attribution, and what it means for brands that haven't built direct relationships with shoppers yet. #MarketingAnalytics #RetailMediaNetworks #WalmartConnect #AmazonAdvertising #CustomerAcquisitionCost #ReturnOnAdSpend #LastClickAttribution #ZeroPartyData #LoyaltyPrograms #ShopperMarketing #DigitalAdvertising #BrandStrategy #EcommerceGrowth #MarketingMixModeling #ConsumerInsights #FexingoBusiness #BusinessPodcast #MarketingTrends Keep every episode free: buymeacoffee.com/fexingo
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    12 mins
  • How Marketing Attribution Ignores The Offline World

    How Marketing Attribution Ignores The Offline World
    Oct 16 2026
    Most marketers treat attribution as a closed loop of clicks and views, but the biggest drivers of revenue often happen offline. We examine how companies like Home Depot and Starbucks bridge that gap using unique store identifiers and loyalty program data to measure true campaign impact. This episode explores why your last-click model is undercounting value and offers a concrete framework for attributing spend to in-store conversions. We look at specific case studies where offline tracking changed quarterly budgets by fifteen percent, showing listeners how to move beyond digital silos and measure the full customer journey. #MarketingAnalytics #OfflineAttribution #RetailMedia #LoyaltyData #HomeDepot #Starbucks #InStoreSales #CustomerJourney #DigitalToPhysical #ROI #MarketingMix #FirstPartyData #FexingoBusiness #BusinessPodcast #MarketingStrategy #DataDriven #ConsumerBehavior #RevenueGrowth Keep every episode free: buymeacoffee.com/fexingo
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    11 mins
  • How Predictive Analytics Transforms Marketing Decisions

    How Predictive Analytics Transforms Marketing Decisions
    Oct 13 2026
    Marketing teams are drowning in historical data but starving for future insight. In this episode of Marketing Analytics, Lucas and Luna dissect how predictive modeling shifts the conversation from last-click attribution to proactive customer journey mapping. We look at a specific case where a mid-sized retail brand used machine learning to identify high-lifetime-value prospects before they ever clicked an ad, reducing their cost per acquisition by twenty-eight percent while increasing conversion rates. The hosts explore the mechanics of building these models without needing a dedicated data science team, focusing on feature selection, model validation, and the ethical boundaries of predictive targeting. If you are still relying on static dashboards to make tomorrow’s budget decisions, this is your wake-up call. #PredictiveAnalytics #MarketingROI #CustomerAcquisition #MachineLearningInMarketing #DataDrivenDecisions #ConversionOptimization #MarketingStrategy #FexingoBusiness #BusinessPodcast #DigitalMarketing #ConsumerBehavior #AdTech #GrowthHacking #BrandBuilding #MarketingEfficiency #RetargetingStrategies #CustomerLifetimeValue #LucasAndLuna Keep every episode free: buymeacoffee.com/fexingo
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    11 mins
  • How Retail Media Networks Quietly Capture Ad Spend

    How Retail Media Networks Quietly Capture Ad Spend
    Oct 12 2026
    We are dissecting the hidden economics of retail media networks and why they have become the most efficient yet opaque channel in modern marketing. With over two hundred billion dollars in global spend, these platforms use first-party purchase data to target shoppers with surgical precision, often bypassing traditional attribution models entirely. We look at how a major consumer goods brand shifted forty percent of its budget to Amazon Brand Analytics and Walmart Connect, resulting in a twenty-two percent lift in return on ad spend but complicating cross-channel measurement. The episode explores the tension between immediate sales conversion and long-term brand building, asking whether retailers are becoming the new gatekeepers of customer insight. #RetailMediaNetworks #MarketingAnalytics #FirstPartyData #AmazonBrandAnalytics #WalmartConnect #AdSpendEfficiency #ConversionOptimization #DigitalAdvertising #ConsumerGoods #EcommerceStrategy #AttributionModeling #MarTech #BusinessGrowth #FinanceInsights #FexingoBusiness #BusinessPodcast #LucasAndLuna #MarketingROI Keep every episode free: buymeacoffee.com/fexingo
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    11 mins
  • The Last Click Problem in Marketing

    The Last Click Problem in Marketing
    Oct 10 2026
    Last click attribution still dominates digital spend, but it systematically undervalues the awareness and consideration stages of the customer journey. In this episode, we break down why relying solely on the final touchpoint distorts marketing ROI, using a specific case study from a mid-sized e-commerce brand that saw its customer acquisition costs spike after shifting budget away from upper-funnel content. Lucas and Luna explore how multi-touch attribution models like time-decay and position-based provide a more accurate picture of campaign performance, helping marketers allocate budget to channels that actually drive long-term growth rather than just closing deals. #MarketingAnalytics #AttributionModeling #DigitalMarketing #CustomerJourney #LastClickProblem #MultiTouchAttribution #MarketingROI #DataDrivenDecisions #BrandAwareness #ConversionOptimization #MarketingStrategy #FexingoBusiness #BusinessPodcast #GrowthMarketing #PerformanceMarketing #MarketingMetrics #LucasAndLuna #Episode215 Keep every episode free: buymeacoffee.com/fexingo
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    11 mins
  • Why Your Marketing Data Is Lying To You

    Why Your Marketing Data Is Lying To You
    Oct 9 2026
    Most marketers are still optimizing for last-click attribution in a world where the customer journey is fragmented across dozens of touchpoints. In this episode, Lucas and Luna dissect why that outdated model systematically under-credits brand-building channels like video ads and public relations while over-awarding direct response tactics. They use a concrete case study from a mid-sized consumer goods company to show how shifting just ten percent of budget away from last-click toward a time-decay model revealed hidden growth opportunities. If you are measuring success only by what happened immediately before a purchase, you are likely killing your long-term revenue engine without knowing it. #MarketingAnalytics #AttributionModeling #CustomerJourney #DigitalMarketing #DataStrategy #ROIMeasurement #BrandBuilding #LastClickFallacy #MediaMix #GrowthMarketing #ConsumerBehavior #MarketingTech #FexingoBusiness #BusinessPodcast #LucasAndLuna #MarketingOps #PerformanceMarketing #RevenueGrowth Keep every episode free: buymeacoffee.com/fexingo
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    10 mins
  • The Zero-Party Data Advantage in Marketing

    The Zero-Party Data Advantage in Marketing
    Oct 8 2026
    We break down why zero-party data is becoming the most reliable asset for modern marketers, using a specific case study of a direct-to-consumer apparel brand that increased conversion rates by eighteen percent through proactive preference centers. Lucas and Luna discuss the mechanics of incentivizing customers to share their preferences, the difference between inferred and stated intent, and how this strategy reduces reliance on third-party cookies. We explore the practical steps to build a trust-based data collection framework that respects user privacy while delivering hyper-personalized experiences. #ZeroPartyData #MarketingAnalytics #CustomerPrivacy #PersonalizationStrategy #DirectToConsumer #DataCollection #ConsumerInsights #TrustBuilding #FexingoBusiness #BusinessPodcast #MarketingROI #BrandLoyalty #DigitalMarketing #CustomerExperience #DataFirst #EcommerceGrowth #LucasAndLuna #MarketingTrends2026 Keep every episode free: buymeacoffee.com/fexingo
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    9 mins