Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Abandoning Attribution Models
Most marketing leaders still blame last-click attribution for their budget woes, but the real problem is that customer journeys have become too fragmented for any single touchpoint to claim ownership. In this episode of The CMO Podcast, Lucas and Luna dissect why legacy attribution models are collapsing under the weight of privacy regulations, cookie deprecation, and cross-device behavior. They examine a specific case study where a major retailer shifted from digital-first measurement to incremental lift testing, revealing how ignoring the 'dark funnels' of word-of-mouth and offline…
The skinny
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