How Jeff Greenfield Is Rebooting Marketing Attribution: From C3 Metrics to AI, The Truth Behind What Really Works

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