📩 Gorgias - Discover how Gorgias Conversational AI transforms ecommerce support with fast, scalable, and cost-effective solutions that drive customer satisfaction and drive revenue growth.🔗 https://partner.gorgias.com/Shopping-Assistant-Early-Access

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/

💸 Settle - Settle transforms back-office operations by automating inventory, procurement, and payments—while providing built-in working capital. Over $2.3B in funding provided to brands since 2019. 🔗 https://www.settle.com/

In this episode of Chew on This, Ron and Ash are joined by Constantine Yurevich, Founder of SegmentStream, to discuss the challenges and future of marketing measurement and attribution. If you care about scaling profitably, avoiding wasted ad spend, and finally getting clarity on what’s actually driving results — this one’s for you.

What You’ll Learn: Why one-size-fits-all attribution models just don’t cut it

 We talk about why standard setups miss the mark — and why your measurement approach needs to reflect how you actually sell and market, not someone else’s template.

 When attribution becomes a make-or-break issue

 If you're spending big, measurement mistakes get expensive. We get into why attribution becomes non-negotiable as budgets grow — and how smaller teams can still start smart.

 How to surface conversions that don’t get credit

 Some channels drive value you can’t see in your analytics dashboard. We dig into how things like geolocation and session behavior can expose what’s really moving the needle.

 Why marginal ROAS tells a more honest story than averages

 Looking at average ROAS is easy — but misleading. We unpack why marginal ROAS gives you the real picture, especially when scaling campaigns.

 Who you can actually trust when it comes to attribution advice

Spoiler: It’s not always your media agency or the platform reps. We talk about why having someone with no skin in the game is crucial for objective decision-making. 

Plus: Real-world stories of brands that got attribution wrong — and what they did to turn things around.

About SegmentStream:

SegmentStream partners with DTC growth leaders to drive more revenue from paid media through full-funnel attribution, incrementality measurement and automated cross-channel budget allocation.

Learn more at: https://segmentstream.com/

Follow Constantine Yurevich:
LinkedIn - https://www.linkedin.com/in/yurevichcv/
X - https://x.com/weird_ceo

Timestamps:
0:00 - Intro
1:11 - Understanding marketing measurement and attribution
4:02 - Fine-tuning attribution for better marketing measurement solutions
5:02 - Measuring influencer impact on traffic
6:08 - Starting with a small budget can be effective for basic attribution
7:30 - Misattribution can lead to significant wasted spend in marketing
9:01 - Traditional analytics may not capture all upper-funnel activities
10:35 - Understanding audience engagement for effective marketing
20:06 - Evolving attribution models to adapt to changing marketing landscapes
25:48 - A single source of truth in analytics
26:02 - Not fully trusting attribution metrics
28:03 - Brands that misjudged their marketing effectiveness
30:12 - Diminishing returns in marketing campaigns
31:32 - Proper measurement for lower-funnel channels
34:11 - AI in marketing attribution and modeling
36:03 - Incrementality studies and their challenges in measurement
39:15 - Managing multiple agencies for effective budget allocation
45:07 - Drawbacks of last-click attribution metrics
49:50 - Final chew

Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

AppLovin - Reach your ideal customers in mobile games across diverse genres, with 150M+ U.S. daily active users. Apply for AppLovin’s Ecommerce Beta 🔗 https://www.applovin.com/beta-application?cg_code=1132

💸 Aftersell - Use upsells to boosts sales by up to 30% with a custom cart, checkout & post purchase upsell experiencehttps://www.aftersell.com/podclass?utm_campaign=10752769-Podclass&utm_source=youtube&utm_medium=social💰 Post-Purchase Upsells are Key: Brez generated $58,000 in Afterell revenue in a single week, highlighting the significant impact of post-purchase upsells on AOV. They use this channel to offer additional products without requiring customers to re-enter payment information.📈 Strategic Free Shipping Thresholds: Setting a free shipping threshold at $100-$120 incentivizes customers to increase their order size, directly impacting AOV.🔄 Segmenting Upsell Funnels: Brez uses different upsell strategies for new vs. returning customers, recognizing that repeat buyers respond better to offers congruent with past purchases and subscription options.🛍️ Maximizing AOV through Bundling and Discounts: Offering bundles and discounts, especially post-purchase, drives AOV. The key is to strategically offer larger quantities (e.g., a year’s supply) at significant discounts first, then progressively offer smaller quantities as needed.🤔 Treat Post-Purchase as a Separate Channel: Nick emphasizes treating post-purchase upsells as a separate marketing channel, requiring the same level of attention and optimization as other channels like Meta ads or email marketing.0:00 - Intro​2:37 - Breaking 100 million in sales and mindset shifts​3:34 - Challenges faced building Brez​5:34 - CAC and marketing strategy​7:40 - AOV and customer retention​9:01 - Free shipping thresholds to boost sales​10:14 - Upselling and increasing customer purchases​19:34 - Distinct funnels for new and returning customers​21:49 - Focusing on owned channels for better control over marketing efforts​22:11 - Impact of improved conversion rates on sales​23:40 - Consumer behavior regarding discounts and upselling strategies​25:04 - Split testing price points to optimize sales​27:03 - Customer experience in the post-purchase phase​29:11 - Integration of upselling tools into the customer journey​34:14 - First-order profitability to sustain business growth​37:02 - Subscription models for cash flow stability​39:12 - Setting spend targets and managing customer acquisition costs effectively​42:04 - Measuring key metrics like take rate and average order value43:11 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/💪 Authenticity is Key: RP Strength’s success stems from embracing authenticity and showcasing the founders’ personalities, creating engaging and educational content that resonates with their audience.📈 YouTube as a Growth Engine: YouTube has become RP Strength’s primary organic growth driver, surpassing Instagram in terms of brand awareness and lead generation.🗣️ Social Proof is Crucial: While the use of before-and-after photos has diminished, RP Strength continues to leverage social proof via reviews, testimonials from athletes, and their growing subscriber base.🎯 Strategic Content & Paid Ads: RP Strength uses a blended approach, utilizing organic YouTube content for top-of-funnel awareness and paid ads for targeted retargeting and bottom-of-funnel conversions.📱 App Development & Retention: Continuous product development, based on user feedback and addressing friction points within the app, is critical for retaining customers and building lifetime value.0:00 - Intro​1:24 - RP Strength​3:08 - Building audience trust​6:15 - Marketing strategies and social proof​10:01 - Shift to pay-to-play​12:29 - Enhancing engagement on YouTube​14:09 - Branding impact on audience growth​17:10 - Collaboration with competitors​19:33 - Customer retention and upselling strategies​24:07 - Product development through customer engagement​24:48 - Impact of simplicity on customer retention​25:41 - User experience in app development​27:09 - Evolution of content creation and community engagement​30:28 - Genius Shot​32:01 - Building a fitness ecosystem​36:03 - Hypertrophy and its relevance in marketing​39:02 - Maintaining virality in marketing strategies​41:12 - Focusing on core offerings for success​43:36 - Money-back guarantee to build customer trust​47:04 - Active user engagement as a key performance indicator48:24 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

AppLovin - Reach your ideal customers in mobile games across diverse genres, with 150M+ U.S. daily active users. Apply for AppLovin’s Ecommerce Beta 🔗 https://www.applovin.com/beta-application?cg_code=1132💰 Applovin Success: Kitsch ranks AppLovin as their second or third largest channel after Meta, achieving strong ROAS and scalability. They advise testing and aggressively scaling spend if initial performance is promising.🎬 Creative First, Platform Second: Kitsch tests all new messaging on Meta initially, then adapts successful creatives for other platforms, minimizing risk and maximizing efficiency.📈 Incremental Testing & Attribution: Tracking incremental value across channels is crucial. They use Northbeam for holistic attribution, understanding that different platforms have varying KPIs and attribution windows.🤝 Influencer Whitelisting on Meta: Kitsch leverages influencer marketing and whitelists successful influencer content on Meta to reach new audiences and enhance Meta campaign performance. They emphasize a data-driven approach, focusing on CPM and CPV metrics.📺 Diversification for Top-Funnel Awareness: To combat Meta’s reliance on automated targeting and potentially missing top-of-funnel audiences, Kitsch is investing in TV advertising to broaden reach and drive brand awareness.0:00 - Intro​0:50 - Yingying Kuang​1:53 - Over 50% growth in 3 years​4:05 - Importance of diversifying marketing channels​5:01 - Exploring platforms outside Meta​6:20 - Testing channels such as influencers and podcasts​10:20 - Attribution challenges across different marketing channels​15:04 - Testing and results from AppLovin​19:05 - Downsides of Twitter20:02 - Downsides of Pinterest​22:45 - Testing different creatives without overthinking personas​24:03 - Scaling ad spend effectively during peak seasons​26:21 - Maintaining brand awareness and driving sales with channel diversification​27:01 - TV consumption influences marketing strategies​29:14 - Whitelisting ads through influencers​31:02 - Vetting influencers to ensure effective marketing​36:08 - Negotiation strategies for influencer partnerships​39:00 - Challenges entering new high-investment channels prematurely​41:05 - Launching new products as a growth strategy43:37 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

🔁 Recharge - Drive more revenue from your subscription strategy with meaningful insights, dynamic subscriber experiences, and a subscription core trusted by over 20,000 brands.🔗 https://getrecharge.com/🍻 Building BERO with Tom Holland: CEO of Bero, John Herman, details the collaborative process with Tom Holland, highlighting their mutual respect, trust, and shared vision for the brand, despite Holland’s demanding film schedule. Communication and alignment on key decisions were crucial.🎯 Strategic Retail Partnerships: John describes how BERO secured placement in major retailers like Target, emphasizing the importance of a compelling brand story, operational capabilities, and Tom Holland’s authentic connection to the product.📈 Launch Week Success and Beyond: John covers the excitement and challenges of BERO’s launch week, highlighting the importance of having a solid team and a well-defined post-launch business strategy.🗣️ Marketing and Messaging: John discusses BERO’s marketing strategy, which balances leveraging Tom Holland’s celebrity status with a focus on brand lifestyle and inclusivity, aiming to build a brand that can stand on its own.💡 Key Advice for Founders: John offers valuable advice for entrepreneurs, emphasizing the importance of asking for what you need, even if it seems unreasonable, and having a long-term vision for the business.0:00 - Intro​1:47 - John Herman's background​3:31 - Challenges of growth and innovation in the beverage industry​5:40 - John's journey starting a beverage brand​6:37 - Building a beverage brand in a competitive market​8:19 - Creating a high-quality product that tastes like beer​10:02 - Customer retention and driving revenue through upsells​14:01 - Impact of celebrity influence​17:54 - BERO launch week​22:21 - Pressure and expectations following product launch​22:51 - Launching regionally in the beverage market​23:10 - Teamwork and connections in marketing​25:10 - Planning for the brand's launch week​26:09 - Long-term vision and sustainable growth​28:07 - Storytelling in brand marketing​30:02 - Settling for shelf space without a solid launch plan​31:05 - Consumer feedback for product improvement​33:10 - Celebrity influence vs brand independence​39:12 - Managing inventory and forecasting for success​42:00 - Market trends and competition in the non-alcoholic beverage space44:20 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc

💸 Aftersell - Use upsells to boosts sales by up to 30% with a custom cart, checkout & post purchase upsell experiencehttps://www.aftersell.com/podclass?utm_campaign=10752769-Podclass&utm_source=youtube&utm_medium=social🤑 Over $500 Million in Upsells: Afterell’s founders share key learnings from achieving over half a billion dollars in upsells, emphasizing the significance of post-purchase and checkout optimization.📈 Turning Cost Centers into Profit Centers: The conversation highlights the crucial shift in mindset from viewing the checkout process as a cost center to a significant revenue generator.🧪 A/B Testing and Experimentation: The importance of continuous A/B testing and data-driven optimization is stressed, with an emphasis on multivariate testing to explore various variables for optimal results.🤝 Strategic Partnerships (ROKT Thanks): The ROKT Thanks program, a partnership with third-party brands to offer relevant deals on confirmation pages, is a successful strategy for increasing revenue and customer acquisition.🚀 Future Innovations: Upcoming features like integrating ROKT's ad products with direct-to-consumer brands promise further growth opportunities through strategic advertising partnerships.0:00 - Intro​1:13 - What is Aftersell?​2:11 - Initial problems setting up upselling techniques​3:37 - Post-checkout upselling strategies​5:31 - Cross-selling and future sales opportunities​9:07 - Upselling as a profit center for e-commerce​10:12 - Competitive offers in a commoditized market​14:01 - A/B testing vs multivariate testing​19:32 - ATV and its impact on CVR​24:11 - Dedicated resources to manage upselling strategies effectively​26:40 - AOV increased by 15%​27:27 - Changing one variable at a time during testing​30:33 - Gifts with purchase enhance upselling effectiveness​31:59 - AOV lifts of 30-40% with creative upselling strategies​33:10 - Customer understanding and emotional intelligence in marketing​34:00 - Monetizing confirmation page real estate​37:10 - Testing offers can impact brand perception​39:14 - Balancing qualitative data from surveys with monetization efforts​42:02 - Continuous experimentation and optimization46:14 - Final chewsFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc