SegmentStream

SegmentStream is developing a SaaS platform for analyzing and improving the efficiency of digital marketing with machine learning technologies. Startup solutions help marketers analyze campaigns and redistribute the budget between channels to achieve the best result. The platform for February 2022 is used by more than 100 companies from 14 countries.

History

2022: Raising $2.7 million investment

On February 7, 2022, Fort Ross Ventures announced investments in SegmentStream, a British technology company with Russian-speaking founders: Konstantin Yurevich, Pavel Petrinich and Oleg Katryshev. The fund was in the lead in the sowing round for $2.7 million. The OKS Group venture fund and business angels also participated in the deal, including Dynamic Field co-founder and CEO Liad Egmon, Pipedrive founders Martin Henk, Ragnar Sass and Martin Tayur, as well as a number of other entrepreneurs and business angels in the field of SaaS.

The SegmentStream plans to use the funds raised to further develop the product, strengthen the team and grow the customer base in the global market.

The company SegmentStream believes that it has found a solution to the problem of trying to combine online customer travel and evaluate the success of digital marketing campaigns. Previously, most marketers relied on the use of cookies - short text strings that third-party sites add to browsers to track the movement of users across the Internet.

However, cookies are at risk due to privacy and security issues, and since then their use has been greatly reduced, and the browser Apple Safari Firefox and from Mozilla block them by default. He even Google said that by 2023 he would stop using cookies in. browser Chrome

Co-founder and CEO of SegmentStream Konstantin Yuryevich said that without cookies, marketers cannot determine the attribution and return of advertising expenses.

It is technologically impossible to rely on the old cookie-based approach to correctly calculate ROAS, since most advertising clicks do not receive the rating they deserve, said Yurkvich. - The clock is ticking for marketers to find a viable alternative to tracking ads based on cookies.

The SegmentStream method directly contrasts with existing cookie-free attribution platforms, which have been working by inverse attribution since conversion, trying to go back to find the source of this traffic. Instead, the company focuses on "predictive attribution," which it says generates more valuable data for marketers.

The advantage is that information can be transferred to platforms such as Google Ads or Facebook Ads to automate advertising campaigns. Thus, marketing teams can also assess the value of channels and companies that do not directly contribute to sales, the company explained.^[1]

This approach has won many fans: SegmentStream announced more than 100 customers around the world, including such rather large names as a subsidiary of Whirlpool KitchenAid, Nestle Nespresso and Freshly Cosmetics.

The deal was the second for the Fort Ross Seed Fund, aimed at investing in startups in rounds A and sowing rounds. In total, the fund plans to support up to 100 startups from Russia and neighboring countries, as well as foreign startups with Russian founders.

SegmentStream is for our new fund of early stages, in many ways, a landmark transaction. In 2021, the company showed a very strong dynamics in both the Russian and global markets, which, inter alia, allowed it to attract investments from the founders of Dynamic Field (successful exit Fort Ross Ventures), Pipedrive and a number of successful venture funds. SegmentStream thanks to a strong technology platform, companies can independently build marketing and advertising strategies, find the most smart and point solutions in promotion. Due to the wide partnership network of our fund, we will be happy to expand the capabilities of the company and help in the development of its global business, "said Victor Orlovsky, founder and general partner of Fort Ross Ventures.

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