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

provalytics.com

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