Marketing Strategies to Retire — Constantine Yurevich // SegmentStream
- B2C, B2B
- Brand, CRM, Content Marketing, Organic Growth, Operations
- Marketing Analytics, Advertising Platform
- Marketing Attribution, Performance Marketing, Market Segmentation
Constantine Yurevich
SegmentStream
- Part 1Preparing for Google Chrome’s Cookie Restrictions — Constantine Yurevich // SegmentStream
- Part 2 Marketing Strategies to Retire — Constantine Yurevich // SegmentStream
Show Notes
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02:36Challenges marketers currently face with analyticsWhen 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.
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03:58Cookie restrictions and marketing strategies that should be retiredDue 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.
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06:57Tracking the impact of Dark Social on marketing performanceCurrently, 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.
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09:26Marketing strategies to understand what's truly impacting your businessMarketers 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
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"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
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"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
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"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
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"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
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"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
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"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
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"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
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"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
- Part 1Preparing for Google Chrome’s Cookie Restrictions — Constantine Yurevich // SegmentStream
- Part 2 Marketing Strategies to Retire — Constantine Yurevich // SegmentStream
Up Next:
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Part 1Preparing for Google Chrome’s Cookie Restrictions — Constantine Yurevich // SegmentStream
Constantine Yurevich, Founder and CEO of SegmentStream, talks about how you can prepare for the future of marketing. As third-party cookie deprecation draws closer, marketers and advertisers are looking for alternatives to traditional analytics to understand user behavior. While cookies will not be completely eliminated from browsers, the advertisers that do not have their own inventory, website, or the ability to track user first-party data will not be able to function effectively once the deprecation is completed. Today, Constantine discusses preparing for Google Chrome's cookie restrictions.
Play Podcast -
Part 2Marketing 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.
