166: Constantine Yurevich: Visit Scoring, an alternative to MMM and MTA few marketers know about

Episode notes

What’s up everyone, today we have the pleasure of sitting down with Constantine Yurevich, CEO and Co-Founder at SegmentStream. Summary : Multi-touch attribution is a beautifully crafted illusion we all pretend to believe in while knowing deep down it's flawed. The work is mysterious, but is it important? The big ad platforms sell us sophisticated solutions they don't even trust for their own internal decisions. Is it time we accept marketing causation is a thing we can’t measure? Visitor behavior scoring is a really interesting alternative or extra ingredient to consider. Often thought of as a tool for lead management to help prioritize your SDR’s time, the team at SegmentStream started using the same scoring methodology, but with an attribution application. Enter synthetic conversions. Instead of just tracking conversions, track meaningful visits like time spent, pages explored, comparisons made. This allows you to connect upper-funnel campaigns to real behavior patterns rather than just looking at who converted in a single session.