In this episode of the Marketing Quacks podcast, host Ryan Doser speaks with Jeff Greenfield, founder and CEO of Provalytics, about the complexities of marketing attribution, the limitations of GA4, the impact of the cookie collapse, and the role of AI in marketing.

They discuss common mistakes marketers make, the importance of creative messaging, and the need for marketers to adapt to the rapidly changing landscape.

Jeff also shares insights on how Provalytics offers a unique approach to attribution without relying on user-level data, and he emphasizes the importance of understanding the past to navigate the future of marketing.

References:

- Provalytics

- Jeff Greenfield on LinkedIn

Chapters:

00:00 Introduction to Marketing Quacks and Guest Background

04:12 Understanding Provalytics and Its Unique Approach

07:06 Common Mistakes in Data Attribution

11:43 The Limitations of GA4 and Its Impact

18:45 The Cookie Collapse and Its Significance

23:06 The Role of AI in Marketing and Attribution

27:06 Final Thoughts and Resources for Marketers