Latest / Video Marketing with Fexingo: Short Form, Long Form, and Video-First Strategy
The Attribution Gap in Video Marketing
Most video marketing strategies fail because they rely on last-click attribution, a metric that systematically undervalues top-of-funnel awareness. In this episode, we examine how the shift toward multi-touch attribution models is changing budget allocation for brands like Unilever and Patagonia. We break down why view-through conversion rates are misleading and introduce the concept of incrementality testing as the only way to measure true brand lift. The conversation explores the data infrastructure required to move beyond simple dashboard metrics and build a resilient measurement framework…
The skinny
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