70: Using AI at Work for Smarter Marketing Attribution and Ad Spend Measurement with Jeff Greenfield

Send us Fan MailChris Daigle sits down with Jeff Greenfield, CEO of Provalytics, to uncover how AI-driven attribution is transforming marketing measurement in the age of privacy.Jeff shares his journey from building one of the first multi-touch attribution companies to creating Provalytics, a platform built to solve one of marketing’s oldest challenges: “Half of my ad spend is wasted — I just don’t know which half.”This conversation covers:    • Why clicks mislead, and why impressions still matter    • How AI models real ad impact across multiple channels    • Why Google Analytics and “last-click” thinking are broken    • The balance between consistency and correctness in corporate marketing    • New opportunities in connected TV, influencer marketing, and digital out-of-home    • How small teams can use AI tools like ChatGPT + spreadsheets for attribution insightsKey Insight: Most companies waste 80–90% of their ad spend. With AI attribution, marketers can reclaim budget, reduce stress, and unlock smarter strategies.🔎 Find Out More About Jeff Greenfield and ProvalyticsJeff Greenfield on LinkedIn - https://www.linkedin.com/in/jeffgreenfield/Provalytics - https://provalytics.com/🛠 AI Tools and Resources Mentioned in This EpisodeChatGPT - https://openai.com/chatgpt📌 Chapters 00:00 – Introduction to Jeff Greenfield 02:43 – The century-old attribution problem 06:02 – From C3 Metrics to Provalytics 11:02 – Why last-click attribution is broken 28:05 – Consistency vs correctness in corporate marketing 31:11 – How AI models ad spend impact 36:05 – Channels beyond clicks: CTV, influencers, OOH 42:41 – Practical attribution tips for small teams 46:14 – The future of privacy-first measurement 48:58 – How to connect with Jeff Greenfield Episode tags:AI in the workplace, AI for business leaders, Generative AI at work, AI operational strategy, AI in marketing attribution, AI productivity tools, Real-world AI applications, AI for process improvement, Executive AI training, AI transformation stories, Ethical AI business, AI case studies, AI in operations management, AI strategy for executives