Data-Driven Decision Making: The Untold Story of Marketing Analytics by Jeff Greenfield
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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
• Grasping “ad stock” – how campaigns influence sales over time – is key for accurate attribution
• AI models that assess incrementality reveal which efforts actually drive more sales
• Complex customer journeys across Meta, Google, and Amazon complicate attribution
• Strong models evaluate three key elements: ad stock, saturation, and media synergy
• The surge in Amazon search (35% of product searches) and AI tools is reshaping marketing

**Guest Contact Information: **

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

https://provalytics.com)

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The Unknown Secrets of Internet Marketing podcast is a podcast hosted by Internet marketing expert Matthew Bertram. The show provides insights and advice on digital marketing, SEO, and online business. 

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