Are you throwing away half of your advertising budget? In this episode of The Unconventional Path, hosts Bela Musits and Mike Wasserman sit down with serial entrepreneur Jeff Greenfield to discuss the evolving landscape of digital marketing and how businesses can maximize their marketing spend.

Jeff Greenfield is the founder of Provalytics, a company dedicated to helping brands understand their metrics and stop wasting money on ineffective advertising. With over 20 years of experience in the digital space, Jeff explains how marketing has shifted from traditional avenues like the Yellow Pages and radio to the complex web of social media, display ads, and behavioral retargeting.

• The Third Essential for New Businesses: Why every entrepreneur in 2024 needs a digital marketing consultant alongside their lawyer and accountant to navigate complex metrics.

• Decoding the "Wasted" Half: Jeff explores the old adage that "half the money spent on advertising is wasted" and reveals how modern software can finally identify which half that is.

• The Complexity of Customer Acquisition: Understanding why reaching customers today is infinitely more complex for everyone from a local pizzeria to a billion-dollar corporation.

• The Evolution of Digital Ads: A look back at the rise of the internet, from the early days of Yahoo homepage takeovers to the current era of user-generated content on platforms like Facebook, Instagram, and TikTok.+1

• The Power of Real-Time Reporting: How the shift from lagged print media effects to immediate digital "click-based" reports revolutionized how marketers prove their impact.

• Redeploying Your Budget: Strategies for taking saved money from wasted campaigns and redeploying it to achieve 2x or 3x returns on investment.

Jeff Greenfield is a serial entrepreneur currently leading Provalytics. His expertise lies in providing companies with the software tools necessary to precisely measure the effectiveness of various campaigns across multiple digital paths. Jeff’s insights are essential for any business owner looking to improve their return on marketing investment in an increasingly digitized world.

The Unconventional Path explores entrepreneurship and innovation through the stories and ideas of those who have paved their own way. Hosted by Bela Musits and Mike Wasserman, the podcast features high-level content designed to help listeners succeed in the modern business environment.

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Thanks for listening,

Bela and Mike

Keywords: Digital Marketing, Customer Acquisition Cost, Marketing ROI, Entrepreneurship, Jeff Greenfield, Provalytics, Advertising Spend, Social Media Marketing, Business Innovation.

In This Episode, You’ll Learn:About the Guest: Jeff GreenfieldAbout The Unconventional Path