Visit Scoring, an alternative to MMM and MTA few marketers know about

In this episode:

• Why Marketing Attribution still matters — even though everyone knows it’s flawed.
• How companies often get Geo Holdout Testing wrong by misunderstanding the science.
• The uncomfortable truth: Marketing will never achieve true causation.
• How Visit-Based Attribution and Synthetic Conversions offer a smarter way to connect upper-funnel efforts to real user behavior.
• Why understanding Marginal ROAS is critical — and how average returns can be misleading.

Constantine shares how SegmentStream is rethinking attribution by focusing on meaningful visit behavior rather than outdated conversion tracking models. If you’ve ever questioned whether your attribution reports are telling the full story — this conversation will change how you think about measuring marketing success.