How Attribution Models Overlook Brand Search Cannibalization

Episode 58 of Marketing Analytics with Fexingo dives into a hidden attribution flaw: brand search cannibalization. Lucas and Luna use the example of a $50 million e-commerce retailer to show how last-click models attribute conversions to brand search terms that were actually driven by TV or social ads. They walk through a simple incrementality test to reveal true brand search lift, and explain why running geo holdouts for 4-6 weeks can save 15-20% of wasted search spend. The episode ties back to the show's recurring theme: no single-touch attribution model tells the whole story. Tune in for a concrete framework you can apply to your own campaigns starting next week. #Attribution #BrandSearch #SearchCannibalization #IncrementalityTesting #MarketingAnalytics #PPC #PaidSearch #BrandLift #LastClick #MultiTouchAttribution #GeoExperiments #AdWaste #MarketingROI #DigitalMarketing #Ecommerce #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo