Hacks & Hobbies

What if you could finally measure what really drives revenue—without cookies, guesswork, or silos?In this episode, Jeff Greenfield, the authority behind Provalytics, takes us on a riveting journey through the future of marketing measurement. Get ready for a conversation that shatters the myths of digital attribution, revealing how data and AI can uncover the true impact of every marketing dollar—even in a world without third-party cookies. Jeff opens up about the emotional weight of uprooting the status quo and shares how “being less wrong” might be the most valuable marketing mindset of all. What You'll Learn: The seismic shift from click-driven to impression-driven attribution Why legacy analytics are failing marketers (and how AI closes the gap) The real story behind multi-channel campaigns and the customer journey How to finally connect brand awareness to hard business results The one marketing metric that keeps CEOs and marketers up at night Timestamps: [00:01] Welcome back, and why markete