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Data-Driven Decision Making: The Untold Story of Marketing Analytics with Jeff Greenfield
Manage episode 475549092 series 3344454
Jeff Greenfield of Provalytics joins us to reveal the challenges of modern marketing attribution and how AI-driven analytics can help marketers understand which efforts drive results.
- Marketers still struggle to identify which half of their ad budget is wasted
- The shift from brand to performance marketing has created an overemphasis on clicks, not impressions
- Digital marketers often overlook that awareness through impressions must precede sales-driving clicks
- Most businesses deal with 10–15 conflicting sources of "truth" across platforms and agencies
- GA4 and legacy analytics often miss the value of TV, podcasts, and other non-digital media
- AI models that assess incrementality reveal which efforts actually drive more sales
- Complex customer journeys across Meta, Google, and Amazon complicate attribution
- The surge in Amazon search (35% of product searches) and AI tools is reshaping marketing
Guest Contact Information:
linkedin.com/in/jeffgreenfield
More from EWR and Matt:
Leave us a review wherever you listen: Spotify, Apple Podcasts, or Amazon Podcast
Free SEO Consultation: www.ewrdigital.com/discovery-call
With over 5 million downloads, The Best SEO Podcast has been the go-to show for digital marketers, business owners, and entrepreneurs wanting real-world strategies to grow online.
Now, host Matthew Bertram — creator of LLM Visibility™ and the LLM Visibility Stack™, and Lead Strategist at EWR Digital — takes the conversation beyond traditional SEO into the AI era of discoverability.
Each week, Matthew dives into the tactics, frameworks, and insights that matter most in a world where search engines, large language models, and answer engines are reshaping how people find, trust, and choose businesses. From SEO and AI-driven marketing to executive-level growth strategy, you’ll hear expert interviews, deep-dive discussions, and actionable strategies to help you stay ahead of the curve.
Find more episodes here:
Follow us on:
Facebook: @bestseopodcast
Instagram: @thebestseopodcast
Tiktok: @bestseopodcast
LinkedIn: @bestseopodcast
Connect With Matthew Bertram:
Website: www.matthewbertram.com
Instagram: @matt_bertram_live
LinkedIn: @mattbertramlive
Powered by: ewrdigital.com
Chapters
1. Introduction and Guest Welcome (00:00:00)
2. The Secret of Marketing Attribution (00:02:36)
3. History of Digital Marketing Evolution (00:06:02)
4. The Importance of Brand vs Performance (00:16:21)
5. Measuring Effectiveness Through Time on Site (00:21:33)
6. Ad Stock and Carryover Effect (00:32:12)
7. Marketing Complexity in Today's Landscape (00:42:40)
8. Provalytics' AI Approach to Analytics (00:51:28)
9. Conclusion and Contact Information (00:58:34)
652 episodes
Data-Driven Decision Making: The Untold Story of Marketing Analytics with Jeff Greenfield
The Best SEO Podcast: Defining the Future of Search with LLM Visibility™
Manage episode 475549092 series 3344454
Jeff Greenfield of Provalytics joins us to reveal the challenges of modern marketing attribution and how AI-driven analytics can help marketers understand which efforts drive results.
- Marketers still struggle to identify which half of their ad budget is wasted
- The shift from brand to performance marketing has created an overemphasis on clicks, not impressions
- Digital marketers often overlook that awareness through impressions must precede sales-driving clicks
- Most businesses deal with 10–15 conflicting sources of "truth" across platforms and agencies
- GA4 and legacy analytics often miss the value of TV, podcasts, and other non-digital media
- AI models that assess incrementality reveal which efforts actually drive more sales
- Complex customer journeys across Meta, Google, and Amazon complicate attribution
- The surge in Amazon search (35% of product searches) and AI tools is reshaping marketing
Guest Contact Information:
linkedin.com/in/jeffgreenfield
More from EWR and Matt:
Leave us a review wherever you listen: Spotify, Apple Podcasts, or Amazon Podcast
Free SEO Consultation: www.ewrdigital.com/discovery-call
With over 5 million downloads, The Best SEO Podcast has been the go-to show for digital marketers, business owners, and entrepreneurs wanting real-world strategies to grow online.
Now, host Matthew Bertram — creator of LLM Visibility™ and the LLM Visibility Stack™, and Lead Strategist at EWR Digital — takes the conversation beyond traditional SEO into the AI era of discoverability.
Each week, Matthew dives into the tactics, frameworks, and insights that matter most in a world where search engines, large language models, and answer engines are reshaping how people find, trust, and choose businesses. From SEO and AI-driven marketing to executive-level growth strategy, you’ll hear expert interviews, deep-dive discussions, and actionable strategies to help you stay ahead of the curve.
Find more episodes here:
Follow us on:
Facebook: @bestseopodcast
Instagram: @thebestseopodcast
Tiktok: @bestseopodcast
LinkedIn: @bestseopodcast
Connect With Matthew Bertram:
Website: www.matthewbertram.com
Instagram: @matt_bertram_live
LinkedIn: @mattbertramlive
Powered by: ewrdigital.com
Chapters
1. Introduction and Guest Welcome (00:00:00)
2. The Secret of Marketing Attribution (00:02:36)
3. History of Digital Marketing Evolution (00:06:02)
4. The Importance of Brand vs Performance (00:16:21)
5. Measuring Effectiveness Through Time on Site (00:21:33)
6. Ad Stock and Carryover Effect (00:32:12)
7. Marketing Complexity in Today's Landscape (00:42:40)
8. Provalytics' AI Approach to Analytics (00:51:28)
9. Conclusion and Contact Information (00:58:34)
652 episodes
All episodes
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