Marketing attribution in the digital age is harder than ever, but with the right approach, it can be turned from chaos to clarity.

In this episode of Sharkpreneur, Seth Greene interviews Jeff Greenfield, founder of Provalytics, who shares his journey from media buying to developing a cutting-edge attribution platform that helps businesses solve the challenges posed by data chaos. With the privacy-centric shift in the industry, Jeff discusses how AI and machine learning are being leveraged to offer marketers a powerful tool to measure and optimize their marketing efforts. Tune in to learn how businesses can adapt to the future of attribution, and why building a single source of truth in data is essential for success.

Key Takeaways:

→ The problem of multi-partner attribution and its impact on marketing budgets.

→ The transition from traditional, broad-based marketing to granular digital marketing.

→ How privacy concerns and cookie-less tracking have shifted the marketing landscape.

→ The role of Marketing Mix Modeling in today’s digital marketing world.

→ The rise of probabilistic models in place of user-level tracking.

Jeff Greenfield is the Co-Founder and CEO of Provalytics, where he is revolutionizing marketing attribution with privacy-centric, cookie-less solutions tailored to a rapidly evolving digital landscape. With over three decades of expertise in strategy, growth, and marketing innovation, Jeff has a proven track record of building transformative companies and delivering measurable results. At C3 Metrics, which he co-founded, Jeff developed industry-first technologies like the cookie-less identifier. These innovations helped clients such as JP Morgan and Nestlé achieve marketing ROI improvements exceeding 25%.

Jeff’s journey began with his studies in biochemistry at the University of Maryland, where he developed a data-driven approach that has shaped his career. His diverse expertise spans strategic leadership, technology innovation, and creativity, drawing from experiences that include aviation, magic, and healthcare. Today, Jeff leads Provalytics with a commitment to empowering marketers to make smarter, faster decisions that drive measurable impact, helping businesses thrive in a privacy-first world.

Connect With Jeff Greenfield:

Website https://provalytics.com/

X https://x.com/JeffGreenfield

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

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