Why Attribution Models Need Media Mix Integration

Episode 51 of Marketing Analytics with Fexingo tackles a blind spot in modern attribution: the failure to integrate media mix models with multi-touch attribution. Lucas and Luna explore a real case from a mid-size CPG brand that ran both models in parallel for six months and found a 23% discrepancy in channel ROI estimates. They unpack why siloed models lead to conflicting budget recommendations, how a unified framework reconciles short-term attribution with long-term media effects, and what a 'hybrid' approach looks like in practice. Specific takeaways include the role of adstock decay rates, baseline sales decomposition, and why the CPG brand ultimately shifted 15% of its digital budget back to TV. No fluff, no jargon for its own sake—just a clear explanation of a structural problem that quietly undermines marketing ROI. If you've ever wondered why your attribution dashboard and your media mix model seem to tell different stories, this episode is for you. #MarketingAnalytics #AttributionModeling #MediaMixModeling #MarketingROI #CPGBrand #Adstock #MultiTouchAttribution #BudgetOptimization #DataIntegration #MarketingMeasurement #TVAdvertising #DigitalMarketing #MarketingScience #FexingoBusiness #BusinessPodcast #Marketing #Analytics #CampaignMeasurement Keep every episode free: buymeacoffee.com/fexingo