Why Marketing Mix Models Outperform Last-Click Attribution

Most marketers still rely on last-click attribution, but it systematically undervalues upper-funnel channels. In this episode, Lucas and Luna break down a real-world case from a $200 million DTC brand that switched from last-click to a Bayesian marketing mix model. They explain why the switch revealed that TV and podcasts were driving 40% of incremental revenue — not the 8% last-click showed — and walk through the three biggest mistakes companies make when adopting MMM. If you've ever wondered why your attribution dashboard doesn't match your P&L, this episode gives you the concrete reasons and a practical framework for fixing it. #MarketingMixModeling #LastClickAttribution #DTCBrands #MarketingAnalytics #Incrementality #BayesianStatistics #TVAdvertising #PodcastAds #Attribution #MarketingROI #DataDrivenMarketing #MediaMixModel #Business #Finance #Marketing #FexingoBusiness #BusinessPodcast #Analytics Keep every episode free: buymeacoffee.com/fexingo