Who Really Owns Marketing Measurement?
Marketing measurement is often treated as a marketing function. But is it really? When you measure advertising effectiveness, you’re not simply evaluating campaigns, channels, clicks, or…
Category: News
The Goal of Marketing Measurement Isn’t Perfection. It’s Being Less Wrong.
Marketers are often sold an impossible promise. The perfect attribution model. The complete customer journey. The definitive answer to what caused every conversion. The reality is…
Cutting Budget? Make Sure You’re Not Cutting Your Future Growth
When budgets tighten, the instinct is immediate—and understandable. Cut what isn’t working. Reduce waste. Double down on efficiency. Protect short-term performance. But here’s the problem: If…
The Marketer’s Playbook Is Broken — Here’s How to Fix It
In a fast-moving, AI-powered, privacy-first world, relying on legacy marketing tactics is like bringing a knife to a gunfight. That’s the bold, clear-eyed insight from Jeff…
The Godfather of AI Attribution: Jeff Greenfield on What’s Wasting Your Ad Spend
Marketing has entered a new era—one where clicks don’t tell the truth, dashboards don’t agree, and platforms all take too much credit. That’s the conversation Jeff…
User-Level Data Is Blinding Marketers — Here’s How to Fix It
Ever get so close to a problem that you can’t see the full picture anymore? That’s where many marketers find themselves today. In the pursuit of…
Beyond the Click: Solving the Attribution Crisis in a Cookie-less World
In a recent episode of the Digital Dominance podcast, host Jeff “Jeffro” Dwoskin sat down with Jeff Greenfield, CEO of Provalytics, to talk about one of…
Stop Relying on Yesterday’s Data: Invest in Real-Time Marketing Intelligence
If you’re doing the same thing month after month and expecting the same results, that’s not marketing—that’s wishful thinking. Today’s marketing environment changes daily. Costs per…
Reclaim Your Budget With Smarter Attribution Tools
When Jeff Greenfield, CEO and co-founder of Provalytics, joined David Hill on The Persistent Entrepreneur Podcast, the conversation turned from magic tricks to marketing truths. Jeff—once…
Why Deduplication Needs a Rethink—And It’s Not About Excel
Marketers are stuck in an old loop: trying to untangle duplicate conversions with static spreadsheets and rough formulas. Each platform—Facebook, Google, your affiliate network—claims credit for…