The Unofficial TikTok Shop Podcast with Jordan West
Ep 631: Why Attribution Is Broken—And What Comes Next with Constantine Yurevich of SegmentStream
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 works
- How outdated attribution models (even MTA) are misleading marketers
- Why traditional MMM and geo-holdouts aren't viable for most brands
- The massive hidden iceberg of upper-funnel activity most tools ignore
- What 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/
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