Jeff Greenfield on Reinventing Marketing Attribution: How AI and Data Are Changing the Game

What if you could finally measure what really drives revenue—without cookies, guesswork, or silos?In this episode, Jeff Greenfield, the authority behind Provalytics, takes us on a riveting journey through the future of marketing measurement.

Get ready for a conversation that shatters the myths of digital attribution, revealing how data and AI can uncover the true impact of every marketing dollar—even in a world without third-party cookies. Jeff opens up about the emotional weight of uprooting the status quo and shares how “being less wrong” might be the most valuable marketing mindset of all.

What You'll Learn:

• The seismic shift from click-driven to impression-driven attribution

• Why legacy analytics are failing marketers (and how AI closes the gap)

• The real story behind multi-channel campaigns and the customer journey

• How to finally connect brand awareness to hard business results

• The one marketing metric that keeps CEOs and marketers up at night

Timestamps:

• [00:01] Welcome back, and why marketers are in crisis without cookies

• [03:30] AI-driven attribution: going backwards to find real answers

• [07:08] The full customer journey: from website to Amazon to everywhere

• [10:20] Breaking organizational silos—unifying finance, marketing, and agencies

• [14:13] Proving the value of brand-building: connecting impressions to revenue

• [16:52] The metric that changes everything: Time to Conversion

• [20:07] Jeff’s vision for the next 2–3 years in marketing measurement

Guest Links:

• Website: provalytics.com

• Additional resource: Provalytics Attribution Certification Course