Latest / Marketing Automation with Fexingo: HubSpot, Marketo, and Automated Customer Journeys
How Marketing Attribution Models Hide Real ROI
Lucas and Luna dig into the dirty secret of marketing automation: most attribution models give you the answer you want, not the answer you need. They walk through a concrete example—a B2B SaaS company that spent $200k on LinkedIn ads based on last-touch attribution, only to discover through a controlled holdout group that their actual lift was less than 10 percent. They discuss why first-touch, linear, and time-decay models each tell a different story, and why Facebook's own "conversions" number double-counts by design. Plus, they explain the one metric marketers should track instead…
The skinny
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