Data-Driven Decision Making: The Untold Story of Marketing Analytics with Jeff Greenfield

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
• Grasping “ad stock” – how campaigns influence sales over time – is key for accurate attribution
• AI models that assess incrementality reveal which efforts actually drive more sales
• Complex customer journeys across Meta, Google, and Amazon complicate attribution
• Strong models evaluate three key elements: ad stock, saturation, and media synergy
• The surge in Amazon search (35% of product searches) and AI tools is reshaping marketing

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Guest Contact Information: 

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

https://provalytics.com

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The Unknown Secrets of Internet Marketing podcast is a podcast hosted by Internet marketing expert Matthew Bertram. The show provides insights and advice on digital marketing, SEO, and online business. 

Topics covered include keyword research, content optimization, link building, local SEO, and more. The show also features interviews with industry leaders and experts who share their experiences and tips. 

Additionally, Matt shares his own experiences and strategies, as well as his own successes and failures, to help listeners learn from his experiences and apply the same principles to their businesses. The show is designed to help entrepreneurs and business owners become successful online and get the most out of their digital marketing efforts.

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