Articles

SegmentStream on Forbes Councils — Why multi-touch attribution is the new last-click attribution
In his article for Forbes Councils, CEO of SegmentStream Constantine Yurevich shares insights on why multi-touch models perform so poorly and what marketers can do about it. And the answer is — companies need to switch towards future-proof tools now, and Conversion Modelling is one of them.
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SegmentStream mentioned on The Drum — read our CEO’s latest article
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?
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Cross-device marketing attribution: is there a solution?
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.
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How does ITP in Safari affect performance marketing and what can we do about it?
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.
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How to Properly Use Target ROAS/CPA Smart Bidding Strategies
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.
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About internet cookies, web privacy and online tracking
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.
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Why Conversion Modelling is the easiest way to get better results from Smart Bidding ad campaigns
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.
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Incrementality Testing vs Conversion Modelling: What’s the difference?
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.
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How Conversion Modelling helps improve Facebook Ads & Google Ads performance
Find out how Conversion Modelling solves two major challenges in marketing analytics and helps ramp up online ads performance.
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How we use SegmentStream to drive leads from paid search
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.
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