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#520 Attention Over Clicks: Jeff Greenfield on Disrupting Digital Marketing Analytics

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Manage episode 508053745 series 3506362
Content provided by Mehmet Gonullu. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mehmet Gonullu or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

In this episode of The CTO Show with Mehmet, I sit down with Jeff Greenfield, CEO of Provalytics, to unpack one of the biggest shifts in marketing: moving from click-based attribution to AI-driven attention analytics.

From the death of cookies to the rise of connected TV, podcasts, and non-click channels, Jeff explains how marketers, CFOs, and entrepreneurs alike can avoid wasting ad spend, uncover the real ROI of campaigns, and navigate a marketing world where “less wrong” beats the illusion of precision.

👤 About the Guest

Jeff Greenfield is the CEO of Provalytics, an AI-driven attribution platform helping brands and finance leaders understand what’s really working in their marketing. A pioneer in multi-touch attribution, Jeff previously co-founded C3 Metrics and has decades of experience working with some of the world’s largest marketers.

https://www.linkedin.com/in/jeffgreenfield/

💡 Key Takeaways

• Why clicks are misleading and why attention is the metric that matters.

• How the cookie collapse is reshaping marketing measurement.

• The hidden 15–25% revenue drop companies face without new attribution models.

• Why CFOs, not just CMOs, must own marketing accountability.

• The role of AI and machine learning in running “micro-experiments” for smarter spend.

• The overlooked power of creative and emotional resonance in ad effectiveness.

📚 What You’ll Learn

• How to future-proof your marketing in a cookie-less, non-click world.

• How Provalytics uses AI-driven incrementality modeling to unlock true ROI.

• Why a holistic view of marketing beats fragmented channel-by-channel ROI.

• The B2B angle: how startups and enterprises alike can apply these methods.

🕑 Episode Highlights

00:02 – Jeff’s journey from marketer to attribution pioneer.

00:06 – Life after cookies: what marketers still get wrong.

00:12 – How the cookie collapse leads to a 15–25% revenue drop.

00:16 – Rise of non-click channels: CTV, podcasts, digital out-of-home.

00:20 – Provalytics’ AI approach to impressions and incrementality.

00:28 – Moving from deterministic to holistic ROI.

00:31 – Why CFOs are now central to marketing accountability.

00:37 – Creativity, emotions, and the forgotten power of messaging.

00:40 – How B2B companies can still apply these insights.

00:43 – Resources and Jeff’s free attribution certification course.

🔗 Resources Mentioned

https://provalytics.com

GetProva.com

• Free Attribution Certification Course (via Provalytics Resources)

  continue reading

523 episodes

Artwork
iconShare
 
Manage episode 508053745 series 3506362
Content provided by Mehmet Gonullu. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mehmet Gonullu or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

In this episode of The CTO Show with Mehmet, I sit down with Jeff Greenfield, CEO of Provalytics, to unpack one of the biggest shifts in marketing: moving from click-based attribution to AI-driven attention analytics.

From the death of cookies to the rise of connected TV, podcasts, and non-click channels, Jeff explains how marketers, CFOs, and entrepreneurs alike can avoid wasting ad spend, uncover the real ROI of campaigns, and navigate a marketing world where “less wrong” beats the illusion of precision.

👤 About the Guest

Jeff Greenfield is the CEO of Provalytics, an AI-driven attribution platform helping brands and finance leaders understand what’s really working in their marketing. A pioneer in multi-touch attribution, Jeff previously co-founded C3 Metrics and has decades of experience working with some of the world’s largest marketers.

https://www.linkedin.com/in/jeffgreenfield/

💡 Key Takeaways

• Why clicks are misleading and why attention is the metric that matters.

• How the cookie collapse is reshaping marketing measurement.

• The hidden 15–25% revenue drop companies face without new attribution models.

• Why CFOs, not just CMOs, must own marketing accountability.

• The role of AI and machine learning in running “micro-experiments” for smarter spend.

• The overlooked power of creative and emotional resonance in ad effectiveness.

📚 What You’ll Learn

• How to future-proof your marketing in a cookie-less, non-click world.

• How Provalytics uses AI-driven incrementality modeling to unlock true ROI.

• Why a holistic view of marketing beats fragmented channel-by-channel ROI.

• The B2B angle: how startups and enterprises alike can apply these methods.

🕑 Episode Highlights

00:02 – Jeff’s journey from marketer to attribution pioneer.

00:06 – Life after cookies: what marketers still get wrong.

00:12 – How the cookie collapse leads to a 15–25% revenue drop.

00:16 – Rise of non-click channels: CTV, podcasts, digital out-of-home.

00:20 – Provalytics’ AI approach to impressions and incrementality.

00:28 – Moving from deterministic to holistic ROI.

00:31 – Why CFOs are now central to marketing accountability.

00:37 – Creativity, emotions, and the forgotten power of messaging.

00:40 – How B2B companies can still apply these insights.

00:43 – Resources and Jeff’s free attribution certification course.

🔗 Resources Mentioned

https://provalytics.com

GetProva.com

• Free Attribution Certification Course (via Provalytics Resources)

  continue reading

523 episodes

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