Jeff Greenfield, Founder and CEO of Provalytics, shares his extensive expertise in marketing analytics and AI-driven solutions. He reveals how AI is revolutionizing marketing attribution by addressing the age-old dilemma: wasting ad spend. The discussion highlights the misleading nature of last-click analytics, the importance of impressions, and fresh opportunities in connected TV and influencer marketing. Jeff also offers practical advice for small teams on leveraging AI tools alongside traditional methods to gain deep insights into ad performance.
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question_answer ANECDOTE
Early Attribution Battle
Jeff built an early multi-touch attribution system after six partners all claimed the same sale and the company overpaid commissions.
That experience led him to found C3 Metrics and later Provalytics to solve attribution confusion.
insights INSIGHT
Privacy Created A Measurement Gap
Privacy changes removed many direct tracking signals and created a measurement gap for marketers.
AI and fast compute let you model impact without collecting every individual-level tracking event.
insights INSIGHT
Clicks Versus Impressions
Clicks measure the impact of advertising but impressions measure the attention advertising buys.
Focusing only on clicks pushes budgets downstream and can destroy upstream awareness that creates sales later.
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Chris Daigle sits down with Jeff Greenfield, CEO of Provalytics, to uncover how AI-driven attribution is transforming marketing measurement in the age of privacy.
Jeff shares his journey from building one of the first multi-touch attribution companies to creating Provalytics, a platform built to solve one of marketing’s oldest challenges: “Half of my ad spend is wasted — I just don’t know which half.”
This conversation covers:
• Why clicks mislead, and why impressions still matter • How AI models real ad impact across multiple channels • Why Google Analytics and “last-click” thinking are broken • The balance between consistency and correctness in corporate marketing • New opportunities in connected TV, influencer marketing, and digital out-of-home • How small teams can use AI tools like ChatGPT + spreadsheets for attribution insights
Key Insight: Most companies waste 80–90% of their ad spend. With AI attribution, marketers can reclaim budget, reduce stress, and unlock smarter strategies.
🔎 Find Out More About Jeff Greenfield and Provalytics
📌 Chapters 00:00 – Introduction to Jeff Greenfield 02:43 – The century-old attribution problem 06:02 – From C3 Metrics to Provalytics 11:02 – Why last-click attribution is broken 28:05 – Consistency vs correctness in corporate marketing 31:11 – How AI models ad spend impact 36:05 – Channels beyond clicks: CTV, influencers, OOH 42:41 – Practical attribution tips for small teams 46:14 – The future of privacy-first measurement 48:58 – How to connect with Jeff Greenfield
Episode tags: AI in the workplace, AI for business leaders, Generative AI at work, AI operational strategy, AI in marketing attribution, AI productivity tools, Real-world AI applications, AI for process improvement, Executive AI training, AI transformation stories, Ethical AI business, AI case studies, AI in operations management, AI strategy for executives
Using AI at Work: AI in the Workplace & Generative AI for Business Leaders