Why Multi-Touch Attribution Models Can Mislead Your P&L

Episode 34 of Marketing Analytics with Fexingo dives into a common but dangerous pitfall: multi-touch attribution models that look sophisticated but actually misallocate credit and inflate ROI. Lucas and Luna unpack a real-world example from a DTC brand that saw a 40% discrepancy between its attribution model and a simple holdout test. They explain why last-click models often outperform MTA in volatile channels, how to sanity-check your model with incrementality data, and why attributing fractional credit to every touch can make your P&L look better than it really is. If you're a marketer, analyst, or founder relying on attribution to make budget decisions, this episode gives you the questions to ask before you trust the numbers. #MultiTouchAttribution #MarketingAnalytics #P&L #AttributionModel #LastClick #IncrementalityTesting #HoldoutTest #DTC #MarketingROI #DataDriven #FractionalCredit #CampaignPerformance #Business #Marketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #Analytics Keep every episode free: buymeacoffee.com/fexingo