Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Abandoning Third-Party Attribution
In this episode, Lucas and Luna explore why major CMOs are moving away from traditional third-party attribution models. They examine the shift toward in-house measurement, using a specific case of a Fortune 500 retailer that saved millions by building its own attribution system. The hosts discuss the limitations of last-click attribution, the rise of incrementality testing, and what this means for marketing budgets in 2026. Listeners will learn about the concrete steps one CMO took to overhaul their approach and the surprising results that followed.
#Marketing #Attribution #CMO #Business…
The skinny
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