As prospects become more independent with the power of online search and resources, our buying journeys are becoming more complex. With the cookieless future on the horizon, cross-device and cross-browser customer journeys the attribution and converting tools we are all familiar with may no longer be the solution we need. SegmentStream helps businesses analyze and optimize the performance of their online marketing campaigns through conversion modeling. Head of Customer Success, Ben Ó Mathúin joins us to dive into the inception of SegmentStream and the important role it plays in the future of marketing attribution. Ben dives into the death of marketing attribution, the cookieless future, and the power of model conversions.