Ep 631: Why Attribution Is Broken—And What Comes Next with Constantine Yurevich of SegmentStream

Send us a text Attribution is broken. Cookies are dying. Conversions get credited to the last device.  And marketers are flying blind—making budget decisions based on incomplete (and often misleading) data. In this episode, Jordan sits down with Constantine Yurevich, CEO & Founder of SegmentStream, to unpack:Why conversion-based tracking no longer worksHow outdated attribution models (even MTA) are misleading marketersWhy traditional MMM and geo-holdouts aren"t viable for most brandsThe massive hidden iceberg of upper-funnel activity most tools ignoreWhat a modern, data-driven approach to budget allocation actually looks like If you’re tired of attribution tools that only show you a sliver of reality—this episode is a must-listen. Guest Bio: Constantine Yurevich is the founder and CEO of SegmentStream, a London-based marketing intelligence platform that helps brands navigate today’s fragmented, privacy-first digital ecosystem. SegmentStream goes beyond cookie-based attribution to give marketers a clearer, AI-powered picture of what’s actually driving revenue—across channels, devices, and user journeys. Founded in 2018, SegmentStream is helping performance teams at some of Europe’s top brands rethink how they measure and optimize campaigns in a post-cookie world.  👉 Learn more about SegmentStream:   https://www.segmentstream.com  👉 Connect with Constantine Yurevich on LinkedIn: https://www.linkedin.com/in/constantineyurevich/ 👉 Follow Constantine on X (Twitter)   https://x.com/weird_ceo 👉 Subscribe to Constantine’s Newsletter on LinkedIn   https://www.linkedin.com/newsletters/7189209704512860160/ Growth Plan: www.upgrowthcommerce.com/grow Get 5 Offers for 2 Products (10 in total) along with 10 highly engaging tried and true creatives, 30 captivating headlines, descriptions, and ad texts sent to you for only $99.  Go to https://www.upgrowthcommerce.com/offer and order now - this offer is only available for a limited time. We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:  upgrowthcommerce.com/grow Join my Skool community and connect with other eCommerce brand owners and marketers! https://www.skool.com/tiktokshopelite/about