AI-Driven Marketing Attribution with Jeff Greenfield with In Clear Focus Podcast

Privacy regulations are redefining digital marketing, compelling businesses to rethink how they measure advertising effectiveness without compromising consumer trust. Jeff Greenfield, CEO and co-founder of Provalytics, reveals how his company is leading the charge with an AI-powered attribution platform that blends advanced statistical methods, real-time data, and privacy compliance. In a compelling conversation on IN CLEAR FOCUS with host Adrian Tennant, Greenfield shares how Provalytics equips marketers to make smarter, data-driven decisions while adhering to evolving privacy standards.

🚀 Yes, I Want The 2026 Playbook!

Redefining Attribution in a Privacy-First Era

As privacy regulations tighten, traditional attribution models—heavily dependent on user-level data—are becoming obsolete. Platforms like YouTube, Facebook (Meta), TikTok, and X (formerly Twitter) now restrict access to ad view data. Apple’s iOS updates add another layer of complexity by requiring explicit user consent for tracking. “Now all we can see is the end result, which are those clicks,” Greenfield notes, highlighting the growing challenge for marketers to fully understand customer journeys.

The Birth of Provalytics: Bridging the Measurement Gap

After exiting C3 Metrics in 2020, Greenfield hadn’t planned a return to attribution. However, the industry’s pivot toward privacy-first strategies exposed significant measurement gaps. Recognizing this opportunity, he founded Provalytics in 2022 to deliver AI-driven attribution and planning solutions designed specifically for the privacy-conscious era.

“There’s never been a point in marketing where so much attention has been on measurement,” Greenfield explains. Provalytics provides actionable daily outputs at campaign, ad group, and creative levels, enabling marketers to make informed decisions and forecast future performance with confidence.

What Sets Provalytics Apart

Provalytics differentiates itself by seamlessly blending marketing mix modeling with the granularity of multi-touch attribution. Unlike traditional models that required years of data and delivered broad recommendations, Provalytics:

• Leverages daily data for real-time insights.
• Provides granular, actionable outputs marketers can use immediately.
• Offers daily forecasting tools for optimal budget allocation.

“We have merged the statistical techniques proven from marketing mix modeling with the granularity of multi-touch attribution,” Greenfield explains. This integration enables real-time decision-making and accurate performance forecasting.

Measuring the Impact of No-Click Channels

Marketers often struggle to measure the effectiveness of no-click channels like podcasts, connected TV, and digital out-of-home advertising. Traditional last-click attribution models overlook these vital touchpoints. Provalytics addresses this challenge by focusing on impressions rather than clicks. “Impressions are the centralized metric across all forms of advertising,” Greenfield notes. By analyzing impression data, Provalytics provides a holistic view of campaign performance, ensuring no-click channels receive due credit for driving awareness and conversions.

Staying Ahead in a Post-Cookie World

While Google’s delay in phasing out third-party cookies has sparked industry debate, Greenfield remains confident that privacy-first solutions are inevitable. Cookies, once the cornerstone of digital marketing, have already been phased out by Safari, Firefox, and iOS devices. From its inception, Provalytics was designed to function without third-party cookies, relying instead on aggregated, privacy-compliant data. This ensures uninterrupted, actionable insights regardless of future regulatory shifts.

“Privacy in the end is going to prevail because that’s what consumers want,” Greenfield emphasizes. Provalytics’ reliance on non-user-specific data guarantees future-proofed measurement strategies that adapt seamlessly to industry changes.

Tailored Solutions for Brands and Agencies

Provalytics recognizes that one size doesn’t fit all. Its flexible approach caters to the distinct needs of brands and agencies:

• Direct Clients: Brands gain a single source of truth through internal integrations, aligning marketing and finance teams with consistent, reliable data.
• Advertising Agencies: Agencies benefit from an independent source of truth that simplifies complex vendor relationships. Some agencies even white-label Provalytics’ platform, offering advanced attribution insights under their own branding.

Incrementality: The Key to Meaningful Measurement

Incrementality forms the cornerstone of Provalytics’ attribution philosophy. Greenfield simplifies the concept: if a local flower shop typically serves ten customers daily and traffic increases to twelve after running a Facebook ad, the ad’s incremental impact is two additional customers. While straightforward in isolation, attribution becomes complex when multiple channels overlap, each claiming credit for conversions.

Provalytics overcomes this challenge with advanced machine learning simulations that deduplicate data and assign accurate credit to each channel. This ensures marketers optimize ad spend and maximize ROI with confidence.

Simplifying Complex Attribution Challenges

Attribution complexity often overwhelms marketers. Greenfield’s advice is simple yet powerful: shift the focus from clicks to impressions. “We’re buying eyeballs, not clicks,” he asserts. By analyzing the relationship between impressions and conversions, Provalytics encourages a more comprehensive understanding of the customer journey. This approach empowers marketers to uncover patterns that drive performance and enhance campaign effectiveness.

Even with delays in third-party cookie deprecation, Provalytics remains the go-to solution for privacy-first attribution. Its foundation on aggregated, compliant data ensures consistent, actionable insights regardless of regulatory shifts. Greenfield leaves marketers with a final, reassuring thought: “Whenever the market shifts again—and it will—we’ll be ready.” With Provalytics, brands and agencies alike can navigate the evolving digital landscape, confident that their measurement strategies are both effective and privacy-compliant.