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Constantine Yurevich

Constantine Yurevich is the founder and CEO of SegmentStream, a platform that helps unify data from various data sources into your own data warehouse and apply advanced analytics and attribution.

The mission of SegmentStream is to help companies get the maximum value from their data. Founded in 2018, the company has earned the trust of over 50 leading enterprises, including United Colors of Benetton, New Balance, Nespresso, MyToys, Eventim, and many others.

How Machine Learning Can Finally Solve “(direct)/(none)"

Urchin, later acquired by Google, invented an amazing way of measuring campaign performance by using last non-direct click attribution and first-party cookies. The solution was perfect—for earlier times:

  • People used mostly one device.
  • Smartphones were rare.
  • Advertisers avoided mobile apps and browsers because user experience was, at that time, horrible.

In most cases, the assumption that users converted on the same browser and the same device as their first site visit was fair.

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Google Ads Hub

Not long ago, it was common for marketers and web analysts to spend the bulk of their day staring at Excel spreadsheets, manually collecting and organizing ad spend data across dozens of sources.

You had to go to each advertising account and export statistics on advertising campaigns, such as ad impressions, clicks, and costs, then export data from the web analytics system, and, finally, combine all the data manually.

Not an optimal use of time. 

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Behavior-Based Attribution Using Google BigQuery ML

Why create a custom attribution tool? Because with out-of-the-box tools, you’re limited by their functionality, data transformations, models, and heuristics.

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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