Cut through the noise.
Marketing measurement has become a belief system. Most teams trust attribution models and MMM frameworks they can’t explain. This course is for marketers who want evidence — not faith.
Trusted by marketing teams at
From belief-based measurement to evidence-based measurement.
Attribution, MMM, and incrementality have become buzzwords used to defend whatever number a platform reports. This course rebuilds the discipline from first principles — so you can challenge models, run real experiments, and make budget decisions you can actually defend.
Four modules. 9.5 hours. 52 topics.
A complete arc — from why last-click is broken, to incrementality testing done properly, to lead-gen and LTV measurement that holds up to scrutiny.
- 01.2.5h
Attribution and re-attribution
- Multi-touch and first-click attribution
- Identity graph
- Conversion modeling for conversion maturation
- Re-attribution methodology
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- Intro: Why we need this course and why we need analytics
- Course agenda. First session topic: Attribution
- Is attribution really dead?
- Last-click attribution
- Ad platform (post-click) attribution
- Post-click + post-view attribution
- Meta “incremental attribution”
- “Cookieless” attribution
- Multi-touch and first-click attribution: what you need to use it
- Identity graph
- Click-time reporting
- Conversion modeling for conversion maturation
- Noise smoothing
- Conversion modeling to recover consent losses
- Re-attribution methodology
- 02.2.5h
Optimization and budget allocation
- Marginal analytics
- Splitting budget across channels and campaigns
- Conversion API to maximize tracked conversions
- Ad experiments statistical significance calculator
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- Session agenda. How to make attribution insights actionable
- Marginal analytics
- Practical example: where would you allocate additional $20,000?
- Ad platforms’ target ROAS
- Upper / mid / lower funnel
- Splitting budget across channels and campaigns
- In-platform optimization
- Hidden costs of splitting campaigns and how to consolidate them
- Cases when you can benefit from splitting campaigns
- Conversion API to maximize amount of tracked conversions
- What to do when you lack directly attributed conversion?
- Common mistakes when testing new signals and bidding strategies
- Should you compare against existing campaign or re-launch it as a new?
- Should you launch A/B test or just launch a new campaign in parallel?
- Ad experiments statistical significance calculator
- 03.3h
Incrementality testing and MMM
- Geo holdout test
- Minimum detectable effect
- Next-gen MMM
- “Causal” MMM and triangulation
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- Incrementality testing
- In-platform lift test
- Geo holdout test
- Minimum detectable effect
- Common mistakes when running geo holdout test
- Placebo test
- Use cases for geo holdout test
- What is marketing mix modeling?
- Main difficulties of MMM
- Real MMM story
- Next-gen MMM
- How priors can overcredit ad platform’s impact
- “Causal” MMM
- Triangulation
- 04.1.5h
Lead gen and LTV-based measurement
- Lead quality: linking online and offline data
- Lead scoring
- Must-haves for B2B measurement
- Customer LTV prediction
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- Main challenge of lead gen business
- Lead quality: how to properly link online and offline data
- Lead scoring
- Example how it works
- Must-haves for B2B measurement
- LTV-focused business
- Key mistakes when analysing LTV
- Customer LTV prediction
Constantine Yurevich.
Founder of SegmentStream
Constantine has spent a decade helping advanced marketing teams move from biased measurement methodologies to incrementality- and evidence-first approaches. In this course, he distils SegmentStream’s practical methods into nine and a half hours of no-fluff instruction.
Marketing teams running $10k+/month in ad spend.
These frameworks apply directly to performance teams that need to make defensible budget decisions across channels.
From marketers who took the live cohort.
Recorded from the live cohort led by Constantine in October 2025. No new live sessions are planned — this on-demand release is the only way to learn the program.
“Quite happy with Constantine’s course on marketing measurement. The depth of knowledge and practical insights are exactly what I was looking for to level up my understanding of incrementality testing and MMM.”
“Marketers love to talk about attribution, MMM, and incrementality testing. Few actually understand them. Constantine doesn’t just talk theory — he understands the math, the models, and how they apply to paid media performance in the real world.”
“This course has transformed how I think about marketing measurement and given me the tools to make data-driven decisions with confidence.”
“Spend enough time in this ecosystem and you realize most advice is recycled theory. This course cuts through with practical, evidence-based approaches to measurement that actually work.”
“The measurement landscape has evolved so much — every time I blink there’s a new methodology. Time to get back to understanding what’s actually driving results.”
“Attribution decides how you invest, yet for many businesses it’s taken as fact rather than questioned. I’m taking this course to push myself to rethink attribution.”
Earn a Certificate of Theoretical Completion.
- ✓Shareable on LinkedIn
- ✓Verifiable credentials
- ✓Unique certificate ID
- ✓10 training points
One-time payment. Lifetime access.
Frequently asked questions.
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Long-form podcast conversations.
Three deep-dive interviews on attribution, marginal ROAS, and the realities of marketing measurement.
