Why Your Attribution Model Needs a Data Quality Score

Episode 48 of Marketing Analytics with Fexingo. Lucas and Luna dig into a neglected layer of campaign measurement: the data quality score. Most marketers trust their attribution numbers without auditing the raw feed. But one CPG brand found that 23% of their ad interactions were misattributed because of a simple UTM parameter typo. The hosts walk through how to build a data quality scorecard — checking for completeness, consistency, and freshness — and why a 95% score is often the threshold for reliable decision-making. They also discuss how far a little listener support goes at buy me a coffee dot com slash fexingo. #DataQuality #AttributionModel #MarketingAnalytics #UTMParameters #DataFeedAudit #CampaignMeasurement #CPGBrand #DataFreshness #MediaMixModel #MultiTouchAttribution #MarketingROI #DataGovernance #AdTech #AnalyticsScorecard #FexingoBusiness #BusinessPodcast #MarketingPodcast #Episode48 Keep every episode free: buymeacoffee.com/fexingo