Imagine discovering that the data guiding your marketing dollars is a lie.
On today’s episode, Junaid Ahmed unpacks a seismic shift in marketing attribution with Jeff Greenfield—CEO and founder of Provalytics, pioneer behind C3 Metrics, and a leader whose ideas are rewriting the rules in a world with no more cookies.
Jeff shares hard-won truths from his three-decade journey, exposing why most marketers are blind to what’s truly driving results—and how a privacy-first, AI-driven future is not just possible, but necessary. This is a must-listen for marketers, founders, and anyone chasing real ROI in a post-cookie world.
What You'll Learn:
Marketing’s biggest myth: Why the numbers you trust are often wrong.
The collapse of cookie-based tracking—and the rise of privacy-first measurement.
Inside the walled gardens: How Amazon, Facebook, and Google obscure real impact.
Impressions vs. clicks: The mindset shift every marketer must embrace.
Why AI and machine learning are the keys to attribution’s future.
Timestamps:
[00:01] The paradigm shift: Attribution in a privacy-first world
[02:15] Covid, habit change, and the measurement “black hole”
[03:02] The commission crisis: How Jeff discovered the problem
[08:09] What broke traditional attribution & why impressions matter
[13:02] A world without cookies: What marketers get wrong about ROI
[17:42] Big lessons & mind flips from data-driven marketing
[20:00] What’s next for marketers: The AI-driven future
Guest Links (please verify before publishing):
Website: https://provalytics.com
LinkedIn: https://www.linkedin.com/in/jeffgreenfield/
Twitter: https://twitter.com/provalytics
C3 Metrics (Legacy): https://c3metrics.com
