Marketing Strategies to Retire — Constantine Yurevich // SegmentStream

Constantine Yurevich, Founder and CEO of SegmentStream, talks about how you can prepare for the future of marketing. Conversion tracking today is inherently flawed due to Safari’s ITP, longer sales cycles, and other limitations. As the limitations on cookies grow, marketers will need to move away from the traditional method of tracking conversions to analyzing each visit to the website to effectively track performance and understand user behavior. Today, Constantine discusses marketing strategies you need to retire.
About the speaker

Constantine Yurevich

SegmentStream

 - SegmentStream

Constantine is the Founder and CEO of SegmentStream

Show Notes

  • 02:36
    Challenges marketers currently face with analytics
    When marketers have longer sales cycles, its challenging to understand the customer journey across different devices and browsers. Even without restrictions on third-party cookies, cross-device and cross-browser analytics are big problems for marketers.
  • 03:58
    Cookie restrictions and marketing strategies that should be retired
    Due to ITP, longer sales cycles, and other limitations, traditional conversion tracking is broken. So, if youre investing in advertising on Google or Facebook, optimizations should be based on something more reliable than cookie-based conversions.
  • 06:57
    Tracking the impact of Dark Social on marketing performance
    Currently, only large advertisers are able to utilize marketing mix modeling effectively. Companies without significant budgets still rely on performance marketing to understand the ROI of different advertising channels.
  • 09:26
    Marketing strategies to understand what's truly impacting your business
    Marketers need to increase their use of machine learning and replace deterministic analytics with probabilistic analytics. So, marketers should be analyzing customer behavior from the moment the customer visits to predict the probability to buy in the future.

Quotes

  • "The numbers you already see in your analytics are not trustworthy, even without third-party cookie restrictions. And, the biggest problem is cross-device and cross-browser analytics." -Constantine Yurevich, CEO, SegmentStream

  • "Conversion tracking is broken. When customers come from different devices, you cannot properly track conversions. When we face ITP and longer sales cycles, conversions are not trackable." -Constantine Yurevich, CEO, SegmentStream

  • "The first marketing strategy that needs to be retired is optimization based on cookie-based conversions, especially if you have longer sales cycles." -Constantine Yurevich, CEO, SegmentStream

  • "If you invest a lot in display, Facebook, etc, you definitely need to replace this feedback mechanism, in the form of final conversion, with something more predictive and reliable." -Constantine Yurevich, CEO, SegmentStream

  • "The biggest problem with marketing mix modeling is that it is very hard to find significant changes in your purchases if the budget is not significant." -Constantine Yurevich, CEO, SegmentStream

  • "If you invested 10 million in new TV advertising and your analytics, youll be able to statistically understand the probability or incremental value of a particular action." -Constantine Yurevich, CEO, SegmentStream

  • "Right now, only very big advertisers are able to utilize marketing mix modeling properly. For everyone else, it's like reading tea leaves. It's very inaccurate." -Constantine Yurevich, CEO, SegmentStream

  • "At Segment Stream, we shift from the concept of tracking conversions to the concept of analyzing each visit on the website." -Constantine Yurevich, CEO, SegmentStream

About the speaker

Constantine Yurevich

SegmentStream

 - SegmentStream

Constantine is the Founder and CEO of SegmentStream

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