Articles

In his latest expert article for The Drum, CEO of SegmentStream Constantine Yurevich covers this tricky topic — what should marketers do when they still have to make gut decisions while attribution tools don't help at all?

Cross-device marketing attribution is a huge challenge for marketers. Today's users are untraceable when they use multiple devices, don't log in, and take long breaks between sessions so that the initial cookie just wipes out. But is there a solution to all these issues? Let's see how Conversion Modelling can help.

In this article, we explore what Apple's Intelligent Tracking Prevention (ITP) is, how it alters marketing measurement and influence ad optimisation, and more importantly – what we can do about it.

There are marketers who think they “know” the “North Star” Target ROAS/CPA for their campaigns. Some even define the target at a business level. This is one of the biggest mistakes we see businesses do, and it leads to improper marketing mix optimization and losing money for the business. Learn how to avoid making a such mistake in this article.

With multiple tracking restrictions and privacy regulations constantly arising, we need to know what they mean for digital marketing and why almost every word with “cookie” in it turns into a buzzword.

Ad platforms heavily rely on conversions as feedback signals. But due to complex customer journeys and cookie restrictions, the majority of ad clicks do not receive any value at all. In this article learn how to overcome this problem with Conversion Modelling.

What are the pros and cons of Incrementality testing vs Conversion Modelling approaches, and how they compare to each other? Read this article to find out.

Find out how Conversion Modelling solves two major challenges in marketing analytics and helps ramp up online ads performance.

B2B segment is one of the most challenging in relation to customer acquisition. If not for SegmentStream we would never be able to compete in paid search against multi-million dollar companies. Read on to learn why.

In this article learn how to send Google Client ID to your CRM. Based on this ID, you can set up an end-to-end analytics to understand how your marketing activities result in valuable actions throughout the sales cycle and use them as optimisation objectives.