How Marketing Mix Models Reveal Hidden Channel Interactions

Episode 14 of Marketing Analytics with Fexingo digs into a blind spot most attribution models miss: interaction effects between marketing channels. Lucas and Luna explore a real-world example where a brand's paid search ads only worked because of a podcast campaign running at the same time — and how a marketing mix model with interaction terms caught what last-click and multi-touch attribution completely missed. They walk through the math behind interaction effects (with clear, non-technical language), discuss what happens when you optimize channels independently, and explain why leading marketers now build 'synergy budgets' rather than siloed channel budgets. Specific references include a 2025 case from a mid-market DTC brand that shifted 30% of its budget after a mix model revealed a 2.4x multiplier between display and email. Recorded May 27, 2026. #MarketingAnalytics #Attribution #MarketingMixModel #MMM #ChannelInteractions #SynergyEffects #PaidSearch #PodcastAdvertising #DisplayAdvertising #EmailMarketing #DataDrivenMarketing #BudgetOptimization #ROI #DTCBrands #MarketingROI #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo