エピソード

  • Why Ad Viewability Metrics Mislead Marketers

    Why Ad Viewability Metrics Mislead Marketers
    2026/06/07
    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
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    7 分
  • Why Ad Frequency Caps Matter More Than You Think

    Why Ad Frequency Caps Matter More Than You Think
    2026/06/06
    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
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    7 分
  • Why Multi-Touch Attribution Models Can Mislead Your P&L

    Why Multi-Touch Attribution Models Can Mislead Your P&L
    2026/06/06
    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
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    9 分
  • How Multi-Touch Attribution Impacts P&L

    How Multi-Touch Attribution Impacts P&L
    2026/06/05
    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
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    7 分
  • Why Your Attribution Model Needs a Control Group

    Why Your Attribution Model Needs a Control Group
    2026/06/05
    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
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    7 分
  • Why Incrementality Testing Saves Millions on Ad Spend

    Why Incrementality Testing Saves Millions on Ad Spend
    2026/06/04
    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
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    7 分
  • Why Ad Creative Drives More Lift Than Targeting Alone

    Why Ad Creative Drives More Lift Than Targeting Alone
    2026/06/04
    Lucas and Luna dig into a 2026 meta-analysis of 147 brand lift studies that found creative quality accounts for nearly 60 percent of ad effectiveness — double the contribution of targeting precision. They walk through how Unilever ran a controlled experiment pitting two different creatives against identical audience segments and got a 3X lift difference, then discuss why most marketing analytics teams still allocate 80 percent of their optimization budget to audience selection rather than creative testing. The episode covers practical ways to bake creative testing into media mix models and why platforms like Meta are now offering Creative Lift APIs. If you have ever wondered why your perfectly targeted campaign underperformed, this one is for you. #AdCreative #BrandLift #MarketingAnalytics #CreativeTesting #Unilever #MediaMixModeling #Attribution #CampaignOptimization #Meta #Incrementality #DigitalMarketing #AdEffectiveness #MarketingROI #Business #FexingoBusiness #BusinessPodcast #Podcast #Marketing Keep every episode free: buymeacoffee.com/fexingo
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    11 分
  • When Marketing Analytics Confuses Correlation With Causation

    When Marketing Analytics Confuses Correlation With Causation
    2026/06/03
    Lucas and Luna explore how marketing analytics teams routinely confuse correlation with causation—and why it costs millions in wasted ad spend. They unpack a 2025 experiment from a mid-size e-commerce brand that ran a geo-lift test on its highest-performing Facebook ads. The ads looked brilliant in the attribution dashboard: 12x return on ad spend. But the geo test revealed the campaign drove zero incremental revenue; buyers were converting anyway through organic search. The hosts explain why attribution models blind you to counterfactual reality, the difference between incremental and absolute lift, and how a simple holdout structure can save your budget. They also discuss what happens when machine learning optimization algorithms optimize for spurious correlations. This is episode 29 of Marketing Analytics with Fexingo: Data, Attribution, and Measuring Campaign Performance. #MarketingAnalytics #CorrelationVsCausation #GeoTesting #Incrementality #AttributionFailure #AdSpendWaste #HoldoutGroups #Counterfactual #CausalInference #FacebookAds #Ecommerce #MachineLearningBias #ROIMyth #AttributionModel #LiftTest #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo
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    10 分