1184: Provalytics: Revolutionize Attribution in a Privacy-First World with Provalytics CEO Jeff Greenfield

Sunday, November 17, 2024

The "cookie apocalypse" has definitely thrown a wrench in how marketers track and measure their efforts, making it harder to get a clear picture of performance across multiple channels. Relying on outdated metrics or siloed data often leads to fragmented insights that don't reflect the full impact of campaigns. To adapt, it's crucial to focus on building a more integrated and privacy-conscious strategy, using first-party data, and leveraging advanced attribution models that can give you a better view of the customer journey.

Jeff Greenfield is an experienced entrepreneur, advisor, and disruptor in the marketing industry. With over three decades of expertise in strategy, growth, and marketing leadership, Jeff is the co-founder and CEO of Provalytics, an AI-driven attribution and measurement solution. Today, Jeff discusses the challenges of the "cookie apocalypse" and the need for marketers to adapt to new privacy-focused advertising strategies. He emphasizes the importance of shifting focus from last-click attribution to a more comprehensive understanding of the customer journey, where impressions and awareness play a crucial role in driving long-term success.