Why Your Marketing Models Are Blind to Incrementality

Episode 32 of The Marketing Operator Podcast. Lucas and Luna tackle one of the most persistent blind spots in marketing measurement: incrementality. They break down why standard attribution models—even sophisticated multi-touch ones—systematically overcount the impact of ads that would have converted anyway. Using a concrete example from a DTC apparel brand running Facebook and email campaigns, they explain how geo-based experiments and holdout groups can reveal true incremental lift. They also discuss the tension between statistical rigor and the operational reality of marketing teams who need to report results weekly. If you've ever felt your attribution dashboard is lying to you, this episode gives you the vocabulary and framework to push back on the numbers. #MarketingMeasurement #Attribution #Incrementality #MarketingOperations #MarketingAnalytics #DTC #FacebookAds #EmailMarketing #MarketingExperiments #DataDriven #MarketingROI #ConversionModeling #LucasAndLuna #FexingoBusiness #BusinessPodcast #MarketingPodcast #MarTech #MarketingAutomation Keep every episode free: buymeacoffee.com/fexingo