When Marketing Attribution Models Fight Each Other

Episode 28 of Marketing Analytics with Fexingo. Lucas and Luna dive into a common headache: what happens when your multi-touch attribution model and your marketing mix model give you completely contradictory answers about which channel drove a sale. They walk through a real case—a mid-size e-commerce brand that saw a 30% gap between MTA and MMM on paid search—and discuss why this isn't a bug but a feature of the two methodologies. The hosts explain how different data sources, time horizons, and assumptions create the conflict, and why the smartest teams learn to triangulate rather than pick a winner. They also share a practical framework: use MTA for tactical optimization within channels, and MMM for strategic budget allocation across channels. Expect numbers, channel details, and a healthy dose of humility about what models can and can't tell you. #MarketingAnalytics #Attribution #MediaMixModel #MultiTouchAttribution #PaidSearch #Ecommerce #DataScience #Measurement #CampaignPerformance #MarketingROI #ChannelOptimization #BudgetAllocation #MarketingStrategy #FexingoBusiness #BusinessPodcast #Marketing #Analytics #Podcast Keep every episode free: buymeacoffee.com/fexingo