SegmentStream

Cut Through the Noise — Master Marketing Measurement That Actually Reflects Reality

On-demand course by Constantine Yurevich. 9.5 hours of no-BS video lessons on attribution, MMM, and incrementality from first principles. Learn to see through platform bias and make confident, evidence-based marketing decisions.

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Why this course exists

Marketing measurement has become a belief system. Most teams trust attribution models and MMM frameworks they can’t explain. This course is for marketers who want evidence — not faith. It rebuilds the discipline from first principles — so you can challenge models, run real experiments, and make budget decisions you can actually defend.

Stats

  • 9.5h video lessons
  • 4 modules
  • 52 topics
  • $299 lifetime access (one-time payment)

Modules

01. Attribution and re-attribution (2.5h, 15 topics)

  • Why we need this course and why we need analytics
  • Course agenda. First session topic: Attribution
  • Is attribution really dead?
  • Last-click attribution
  • Ad platform (post-click) attribution
  • Post-click + post-view attribution
  • Meta “incremental attribution”
  • “Cookieless” attribution
  • Multi-touch and first-click attribution: what you need to use it
  • Identity graph
  • Click-time reporting
  • Conversion modeling for conversion maturation
  • Noise smoothing
  • Conversion modeling to recover consent losses
  • Re-attribution methodology

02. Optimization and budget allocation (2.5h, 15 topics)

  • How to make attribution insights actionable
  • Marginal analytics
  • Practical example: where would you allocate additional $20,000?
  • Ad platforms’ target ROAS
  • Upper / mid / lower funnel
  • Splitting budget across channels and campaigns
  • In-platform optimization
  • Hidden costs of splitting campaigns and how to consolidate them
  • Cases when you can benefit from splitting campaigns
  • Conversion API to maximize amount of tracked conversions
  • What to do when you lack directly attributed conversion?
  • Common mistakes when testing new signals and bidding strategies
  • Should you compare against existing campaign or re-launch it as a new?
  • Should you launch A/B test or just launch a new campaign in parallel?
  • Ad experiments statistical significance calculator

03. Incrementality testing and MMM (3h, 14 topics)

  • Incrementality testing
  • In-platform lift test
  • Geo holdout test
  • Minimum detectable effect
  • Common mistakes when running geo holdout test
  • Placebo test
  • Use cases for geo holdout test
  • What is marketing mix modeling?
  • Main difficulties of MMM
  • Real MMM story
  • Next-gen MMM
  • How priors can overcredit ad platform’s impact
  • “Causal” MMM
  • Triangulation

04. Lead gen and LTV-based measurement (1.5h, 8 topics)

  • Main challenge of lead gen business
  • Lead quality: how to properly link online and offline data
  • Lead scoring
  • Example how it works
  • Must-haves for B2B measurement
  • LTV-focused business
  • Key mistakes when analysing LTV
  • Customer LTV prediction

Instructor

Constantine Yurevich — Founder of SegmentStream. Constantine has spent a decade helping advanced marketing teams move from biased measurement methodologies to incrementality- and evidence-first approaches. In this course, he distils SegmentStream’s practical methods into nine and a half hours of no-fluff instruction.

Who it’s for

Marketing teams running $10k+/month in ad spend. These frameworks apply directly to performance teams that need to make defensible budget decisions across channels.
  • Agencies
  • Marketing leaders
  • Founders
  • Digital marketing managers

What’s included

  • 4 video modules · 9.5 hours of lessons
  • Lifetime access to all current and future updates
  • Certificate of Theoretical Completion (shareable on LinkedIn, verifiable, unique ID, 10 training points)
  • Self-paced — start anytime

Pricing

$299 one-time payment. Lifetime access · all future updates.
  • Secure payment via Stripe
  • Instant access on successful payment
  • Non-refundable due to instant digital delivery
Purchase: https://course.segmentstream.com/purchase

FAQ

How long do I have access to the course? Lifetime access to all course materials. Once you purchase, you can watch the videos, download resources, and revisit content as many times as you want, forever. All future updates are included.
Can I complete the course at my own pace? Yes. The course is fully on-demand. Start any time and move at your own speed.
What format is the course content? Four video modules totaling 9.5 hours, plus downloadable resources including calculators and reference materials. These recordings are from the live cohort led by Constantine in October 2025.
Do I need technical skills or prior marketing knowledge? No technical background required. The course is designed to be accessible to both beginners and experienced marketers — concepts are explained from first principles.
Why is the course non-refundable? You gain instant access to all 9.5 hours of video and downloadable resources on purchase. Standard policy for digital information products with immediate access.
Will I receive a certificate of completion? Yes. Complete all four modules and you’ll receive a Certificate of Theoretical Completion — shareable on LinkedIn, with a unique verification ID and 10 training points.
What will I learn from this course? A complete understanding of modern marketing measurement — moving beyond belief-based methodologies to evidence-based, statistically valid approaches.

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