A Cookiepocalypse Survival Guide with Provalytics CEO

In this interview with our CEO Jeff Greenfield, we dive into the evolving landscape of marketing and data analytics underpinned by technological and regulatory shifts.

Greenfield’s journey from the brand-focused realms to pioneering Provalytics amidst the crumbling cookie infrastructure reveals a narrative of innovation, challenge, and the resurgence of classic marketing strategies bolstered by AI and machine learning.

 

Attribution

Jeff Greenfield’s entrepreneurial trajectory showcases a relentless pursuit of solving the attribution puzzle in marketing. Starting with C3 Metrics to tackle the convoluted credit assignment in digital marketing conversions, Greenfield’s narrative is a testament to the inception of Provalytics. This venture is his response to the seismic shifts in privacy regulations and technology, aiming to offer a sophisticated attribution model devoid of user-level data, leveraging AI for insights.

How We Got Addicted to Data

The digital marketing evolution led to an over-reliance on data, with hyper-targeting becoming the norm. Greenfield critiques this approach, highlighting the paradox where excessive focus on targeting minimizes reach and dilutes marketing effectiveness. He stresses the importance of a balanced approach to targeting and reach to maintain a healthy marketing funnel.

The Job of Marketing

Revisiting the core objective of marketing, Greenfield emphasizes the role of marketing in driving engagement with the brand rather than direct sales. This perspective shifts focus from immediate conversions to building a pathway for potential customers to explore and connect with the brand, underlining the nuanced understanding of marketing’s role in the digital age.

The Cookie Collapse

The advent of the “Cookie Collapse” heralds a seismic shift in digital marketing, prompting a reevaluation of strategies that have long relied on third-party data. This transition underscores the industry’s urgent need to adapt, fostering innovation and a return to core marketing principles focused on genuine engagement and creativity. The decline of cookie-based tracking is not merely a technical challenge but an opportunity to forge deeper, more meaningful connections with audiences. It represents a pivotal moment for marketers to embrace ethical practices, prioritize user privacy, and explore new, sustainable ways to communicate brand value and build loyalty.

A Return to Classic Marketing

With the decline of cookie-based targeting, there’s a revival of classic marketing strategies where creativity, brand messaging, and audience engagement regain prominence. Greenfield advocates for a holistic marketing approach that values brand awareness and emotional connection over granular data targeting.

Attribution Training with Leslie Laredo

Attribution Training with Leslie Laredo

Digital marketing is a rapidly evolving field that requires marketers to stay updated with the latest trends, technologies, and strategies in order to succeed. One key aspect of staying ahead in the game is investing in training, as highlighted by Leslie Laredo, a digital marketing trainer with over 25 years of experience in the industry. In a recent podcast interview, Leslie shared her thoughts on how companies can increase their revenue by prioritizing training for their marketing teams.

Leslie Laredo has trained over a hundred thousand marketing professionals over the last two decades, and she believes that the biggest challenge to multi-touch attribution, a critical aspect of digital marketing, is the refusal to challenge assumptions. According to Leslie, challenging assumptions and constantly upgrading knowledge and skills through training are essential to excel in today’s fast-paced marketing world.

One of the key differences that Leslie highlighted between successful marketing teams and those that struggle is the presence of a learning culture and commitment to training. Companies that prioritize training create teams that excel and are able to challenge assumptions about their business and the marketplace. Leslie shared an anecdote from an NAA (Newspaper Association of America) conference where she encountered proud members of the “dead tree society,” referring to those who were resistant to embracing digital media and its potential.

Leslie emphasized three important aspects of training that she focuses on with her clients: the WHY, HOW, and WHAT. Understanding why certain marketing strategies are important, how they work, and what tools are available to implement them is crucial for marketing professionals to make informed decisions and drive results. Leslie also discussed the evolving landscape of attribution, which has gained prominence in recent years, and how it can help in better decision-making by telling a story of data-driven insights.

Attribution Training with Leslie Laredo

She pointed out that institutionalized metrics often create a grey area, where it becomes unclear whose responsibility it is to flag them and implement better measurement practices. Leslie believes that the solution lies in making attribution a ubiquitous part of marketing decisions, using it as a tool to change outcomes and continuously improve performance.

Leslie also emphasized the need for a culture of learning and training in the digital marketing world. She cited the example of Outbrain, a content discovery platform, which dedicates one hour per week for training sessions and encourages employees to share their knowledge. Leslie believes that a training cadence should not be limited to a schedule or budget, but should be ingrained in the company or department culture to foster continuous learning and improvement.

Furthermore, Leslie highlighted that the digital marketing field is constantly evolving, and employees need to be equipped with the right knowledge and skills to keep up with the changes. She emphasized that investing in education and training is essential, and companies should not wait until something goes wrong to try and improve their processes. Learning to fail fast and adapt quickly to changes is crucial in the dynamic digital marketing landscape.

In conclusion, Leslie Laredo’s insights on the importance of training in digital marketing are invaluable. She emphasizes that challenging assumptions, investing in a learning culture, and continuously upgrading knowledge and skills through training are essential for marketing professionals to stay ahead and succeed in today’s competitive landscape. Companies that prioritize training for their marketing teams are likely to see increased revenue and better decision-making, as employees are equipped with the right tools and knowledge to drive results. In the fast-paced world of digital marketing, training is not just an option, but a necessity for staying ahead of the game.

The Cookieless Future of E-Commerce

In a riveting episode of “Ecommerce on Tap,” Jeff Greenfield, the CEO of Provalytics, shared his profound insights into the evolving landscape of e-commerce analytics and marketing strategies. His discussion not only illuminated current industry challenges but also paved the way for innovative solutions in a rapidly changing digital world.

Adapting to a Cookie-less Era

One of the pivotal topics Greenfield delved into was the imminent shift towards a cookie-less digital environment. He emphasized the importance of adapting to these changes, highlighting the need for businesses to leverage alternative methods for tracking and attributing online consumer behavior. Greenfield’s approach to this challenge underlines the core of Provalytics’ mission: to empower e-commerce businesses with robust, data-driven strategies that thrive even in the absence of traditional tracking methods.

Deciphering Marketing Spend and Attribution

A significant portion of the discussion focused on the crucial task of understanding where to allocate marketing dollars effectively. Greenfield stressed the importance of discerning the incremental value provided by various advertising partners. This insight is particularly valuable for e-commerce businesses grappling with the complexities of multi-channel marketing and seeking to maximize their return on investment.

Impact of iOS Updates on Digital Marketing

The interview also touched upon the ramifications of recent iOS updates on digital marketing strategies. Greenfield provided a nuanced view of how these updates have altered the digital advertising landscape, offering practical advice for businesses looking to navigate these changes successfully.

Strategies for Diverse Advertising Budgets

Greenfield’s expertise shone through as he discussed strategies for brands with varying scales of advertising budgets. He provided tailored advice for both small businesses and large enterprises, demonstrating how effective marketing strategies can be scaled according to the size and resources of a business.

The Power of Creative Messaging

Another key aspect of the conversation was the role of creative messaging in advertising. Greenfield underscored the significance of crafting compelling and resonant messages, illustrating how creative elements can significantly influence the effectiveness of digital marketing campaigns.

Sustainable Work-Life Balance in E-Commerce

Beyond the technical insights, Greenfield also shared his perspective on maintaining a sustainable work-life balance, especially for entrepreneurs and marketers in the e-commerce sector. His advice resonated with the challenges faced by many in this fast-paced industry, offering a humane and practical approach to managing work pressures.

Forward-Thinking Leadership

Jeff Greenfield’s interview on “Ecommerce on Tap” provided a wealth of knowledge and strategic insights for anyone involved in the e-commerce industry. His forward-thinking approach, combined with a deep understanding of the current challenges and opportunities, makes his leadership at Provalytics a beacon for those navigating the complex world of e-commerce analytics and digital marketing.

Provalytics, under Greenfield’s guidance, stands at the forefront of this evolving landscape, offering cutting-edge solutions and strategies that are not only responsive to current trends but also anticipatory of future developments in e-commerce. His insights from the podcast are a testament to the innovative and customer-centric ethos that Provalytics embodies, making it an invaluable partner for businesses looking to excel in the digital marketplace.

Attribution Is A Team Sport With Ted Moon

Attribution Is A Team Sport With Ted Moon

As the digital marketing landscape continues to evolve at a rapid pace, the importance of attribution and outcome measurement cannot be overstated. Ted Moon, the founder of Pathfinder Interactive, a leading digital marketing agency, understands this better than most. With nearly two decades of experience in the industry, Ted has built and overseen multimillion-dollar online media budgets for major brands such as Nextel, Sprint Nextel, and Capital One, and has consistently delivered record-breaking campaigns by leveraging cutting-edge digital techniques while staying grounded in traditional marketing principles.

In a recent podcast interview, Ted shares his insights and expertise on the role of attribution in today’s media environment, along with his personal journey and lessons learned along the way. He emphasizes the need for marketers to move beyond the conventional playbook and embrace innovative approaches to stay ahead in the ever-changing digital landscape.

One of the key takeaways from Ted’s interview is the shift from a consulting perspective to a partnering relationship with clients on their day-to-day operations. He explains that the innovations of the past have become part of the everyday playbook for marketers, and the focus now is on partnering with clients to implement and optimize strategies that align with their business goals. This approach allows for more agility and adaptability in the fast-paced world of digital marketing.

Drawing from his experience as a lacrosse coach, Ted also emphasizes the importance of teamwork in marketing and measurement. He highlights the role of attribution in aligning different marketing channels and tactics towards a common goal, rather than looking at them in isolation. He cautions against relying solely on the highest-scoring medium or channel, as it may lead to poor decision-making in terms of budget allocation. Instead, Ted advocates for a holistic approach that considers the entire customer journey and the contribution of each touchpoint towards the desired outcome.

Attribution Is A Team Sport With Ted Moon

However, Ted acknowledges that not all marketers are fully leveraging the power of attribution. He identifies three main barriers: lack of awareness, inadequate budget allocation, and internal politics. To overcome these challenges, Ted suggests a minimal proportional budget structure for attribution and underscores the importance of having the necessary intel to make informed decisions about resource allocation.

Furthermore, Ted believes that attribution is not limited to acquisition marketers with transactional KPIs but can also benefit brand marketers. By understanding the impact of different marketing efforts on brand perception and customer behavior, brand marketers can optimize their strategies and drive better results.

In conclusion, Ted Moon’s Pathfinder Interactive is at the forefront of driving innovation in digital marketing by unlocking the power of attribution. Ted’s expertise and insights provide valuable guidance for marketers navigating the complex and ever-changing media landscape. As the industry continues to evolve, embracing attribution and outcome measurement as essential components of marketing strategies will be crucial for staying competitive and driving meaningful results.

So, whether you are a seasoned marketer or just starting out in the field, Ted’s podcast interview is a must-listen. With his wealth of experience and deep understanding of attribution, Ted offers valuable insights that can help you unlock the full potential of your marketing efforts in today’s dynamic media environment.

Be sure to tune in to Ted Moon’s interview and stay ahead of the game in the fast-paced world of digital marketing. And as Ted would say, remember that attribution is a team goal, not just the responsibility of one player. So, embrace the power of attribution and drive success in your marketing strategies!

Navigating Attribution’s Future: Insights from Provalytics’ CEO Jeff Greenfield

In a recent interview with AMA Boston, Jeff Greenfield, the CEO of Provalytics, shared invaluable insights into the evolving landscape of digital marketing. As a veteran in the industry, Greenfield’s perspective sheds light on the challenges and opportunities facing marketers today.

The Advent of Provalytics: A Response to a Changing Digital World

Provalytics represents Greenfield’s response to a significant shift in digital marketing: the move towards a cookie-less world. With increasing privacy concerns and regulatory changes, traditional methods of tracking user behavior are becoming obsolete. Greenfield’s innovation leverages AI and machine learning to provide marketers with vital data, without relying on user-level information. This forward-thinking approach is not just about adapting to change – it’s about setting new standards in digital marketing.

The Journey: From C3 Metrics to Provalytics

Greenfield’s journey in the marketing world is a tale of constant innovation. Starting with C3 Metrics in 2008, he pioneered multi-touch attribution in an era where digital marketing was still in its infancy. His ability to tag and track digital footprints across platforms was groundbreaking. However, with the industry’s landscape changing and privacy becoming a forefront concern, Greenfield realized the need for a new direction, leading to the inception of Provalytics.

The Core Philosophy: Beyond Just Data

At the heart of Provalytics is a philosophy that transcends mere data analysis. Greenfield emphasizes the importance of understanding the ‘why’ behind marketing strategies. It’s not just about collecting data but interpreting it in a way that informs better decision-making. This approach reflects a deeper understanding of marketing as both an art and a science.

Provalytics’ Impact: Transforming Marketing Strategies

Greenfield’s work with Provalytics is revolutionizing how marketers approach their campaigns. By providing predictive insights and a scientific basis for marketing decisions, Provalytics empowers marketers to optimize their strategies proactively. This shift from reactive to predictive marketing is a game-changer, enabling brands to stay ahead of the curve.

Navigating Privacy Changes: A New Era of Digital Marketing

The interview also delved into the implications of privacy changes for digital marketing. Greenfield’s insights into the impending end of third-party cookies and the increasing emphasis on privacy underscore the need for innovative solutions like Provalytics. Marketers must adapt to a new era where user privacy is paramount, and Greenfield’s work is at the forefront of this transition.

Looking Ahead: The Future of Marketing with Provalytics

As the digital marketing landscape continues to evolve, Greenfield’s vision for Provalytics positions it as a vital tool for marketers. Its ability to provide comprehensive, privacy-compliant insights is not just an immediate solution but a framework for the future of digital marketing.

Embracing Change with Provalytics

Jeff Greenfield’s interview with AMA Boston is a masterclass in understanding the changing tides of digital marketing. Provalytics stands as a testament to his innovative spirit and deep understanding of the marketing world. As we move into a new era of digital marketing, Greenfield’s insights and the capabilities of Provalytics will undoubtedly be key drivers in helping brands navigate these changes successfully.

Meet The Cookie Monster – A Conversation with Provalytics CEO

TL;DR: Insights from Jeff Greenfield, CEO of Provalytics, discussing the significant impact of the upcoming removal of third-party cookies on digital marketing on the Backwards Hat CMO podcast.  Greenfield emphasizes the crucial role of machine learning and AI in adapting to this change and highlights the importance of storytelling in B2B marketing. Greenfield advises brands to prepare for the post-cookie era by exploring new data strategies and focusing on impression-based evaluations.

In a recent episode of “The Backwards Hat CMO,” listeners were treated to the expert insights of Jeff Greenfield, CEO of Provalytics, and a renowned figure in digital marketing, affectionately known as “The Cookie Monster.” His discussion on the evolving landscape of digital marketing, particularly the phasing out of third-party cookies, offers a valuable perspective for marketers and brands.

The Cookie Collapse and Its Impact

The digital marketing world is bracing for a seismic shift with the scheduled disappearance of third-party cookies by Q3 of 2024.

This change, Greenfield notes, is not just a technical challenge but a pivotal moment for the industry.

It compels marketers to rethink their strategies and adapt to a new era where traditional data collection methods become obsolete.

Greenfield stresses the importance of this transition, highlighting both the challenges in tracking consumer behavior and the opportunities it presents for enhancing consumer privacy and data security.

Embracing Machine Learning and AI

In response to these challenges, Greenfield emphasizes the growing importance of machine learning (ML) and artificial intelligence (AI) in attribution models.

These technologies, he argues, are vital in enabling marketers to utilize macro-level data effectively, thereby maintaining the ability to assess the impact of their campaigns in a landscape devoid of third-party cookies.

This approach represents a significant advancement in the methodology of digital marketing, aligning with the industry’s broader shift towards more sophisticated, data-driven strategies.

The Power of Storytelling in B2B Marketing

Another key topic Greenfield addresses is the role of storytelling in B2B marketing.

He asserts that the most successful B2B brands are those that master the art of storytelling, engaging their audience with compelling narratives that resonate on a deeper level.

This approach, according to Greenfield, is crucial for building lasting connections with customers and establishing brand loyalty in an increasingly competitive market.

Preparing for Change: Strategies and Solutions

As brands and marketers navigate these changes, Greenfield advises a proactive approach.

He suggests that brands should start exploring new methods of data aggregation and focus on impression-based evaluations.

By adapting their marketing strategies to align with these evolving dynamics, brands can stay ahead of the curve and continue to engage effectively with their audiences.

Greenfield’s insights remind us that the digital marketing landscape is constantly evolving, and staying informed and adaptable is key to success.

Provalytics is at the forefront of this evolution, committed to providing innovative solutions and insights to help brands navigate these changes confidently and successfully.

As we move into a new era of digital marketing, the guidance of experts like Greenfield will be invaluable in charting a course through these uncharted waters.

Cracking E-Commerce Analytics: Provalytics’ CEO on Attribution

TL;DR: Jeff Greenfield, Co-Founder and CEO of Provalytics, recently delved into the transformative landscape of digital marketing on the “What’s Working in E-commerce” podcast. He highlighted the shift from deterministic to probabilistic measurement, underscored the importance of allocating marketing budgets to analytics, and introduced Provalytics as a pioneering solution in this new era. Greenfield also addressed the challenges posed by inconsistent platform metrics and advocated for the significance of impressions in attribution.

In an insightful episode of “What’s Working in E-commerce,” Jeff Greenfield, the Co-Founder and CEO of Provalytics, shared his expert insights on the ongoing revolution in digital marketing, particularly in the realms of advertising, analytics, and attribution. As the industry faces unprecedented changes, Greenfield’s perspective offers a beacon of clarity and direction for e-commerce businesses navigating these turbulent waters.

Investing in Attribution for Smarter Marketing

Greenfield introduced the concept of “Advertising Ad Stock,” urging businesses to allocate a substantial portion of their marketing budgets to analytics. He recommends dedicating at least 10% of marketing expenditures to analytics, ensuring that businesses are not just spending, but spending wisely. This approach is crucial for making data-driven decisions and optimizing advertising budgets for maximum impact.

The Paradigm Shift to Probabilistic Measurement

The podcast highlighted the significant shifts occurring in the digital marketing landscape, with traditional deterministic measurement methods becoming increasingly obsolete. Greenfield pointed out major disruptors such as the impending “cookie apocalypse” and recent iOS changes, necessitating a return to probabilistic measurement methods reminiscent of pre-digital advertising.

Provalytics: Pioneering the New Age of Digital Marketing

In response to these industry upheavals, Greenfield introduced Provalytics, a platform meticulously designed for attribution and planning in a world where cookies are becoming a thing of the past and privacy is paramount. While Provalytics is primarily tailored for enterprise customers, its tools and insights are invaluable for smaller marketers striving to adapt to the new digital marketing era.

Confronting the Inconsistencies of Platform Metrics

A major challenge underscored by Greenfield is the inconsistency across different advertising platforms’ metrics. He emphasized that when advertising spend is distributed across multiple channels, businesses often receive conflicting performance reports, leading to potential inefficiency and misallocation of resources.

Impressions: A Unifying Metric for Attribution

Greenfield passionately advocated for the importance of incorporating impressions into the attribution process, highlighting them as a unifying metric applicable across both digital and traditional media. Impressions provide a consistent measure of exposure, making them an indispensable tool for gauging advertising effectiveness.

Revisiting Advertising Ad Stock: Building Cumulative Brand Awareness

Greenfield revisited the concept of Advertising Ad Stock, elucidating how advertising incrementally builds brand awareness over time. He emphasized that repeated exposure to ads contributes to a cumulative effect, influencing consumers’ future purchasing decisions, even if immediate clicks or purchases are not evident.

Provalytics Leading the Way in Digital Marketing Evolution

As the digital marketing landscape continues its rapid evolution, businesses must remain agile and informed to thrive. Jeff Greenfield’s insights on the “What’s Working in E-commerce” podcast provide a valuable guide for businesses navigating these changes. By investing in analytics, embracing probabilistic measurement, and understanding the vital role of impressions in attribution, businesses can make informed decisions and optimize their advertising ROI. Provalytics stands as a leader in this new era, offering innovative tools and expertise to help businesses succeed in digital marketing’s future.

Cookieless Attribution: Insights from Provalytics CEO

In a recent insightful podcast, Provalytics’ CEO, Jeff Greenfield, discussed the evolving digital advertising landscape and the shift towards a cookie-less future. Jeff highlighted the challenges and opportunities this change presents, emphasizing the importance of adaptability, reach, and storytelling in marketing strategies. He introduced Provalytics’ innovative approach using impressions as a unifying metric and shared valuable insights into indispensable martech tools. The conversation sheds light on the future of marketing attribution and Provalytics’ dedication to navigating this transformative era.

In a recent podcast episode, our CEO, Jeff Greenfield, delved into the transformative landscape of digital advertising and the future of marketing attribution. With a wealth of experience in strategy, growth, and marketing, Jeff has played a pivotal role in steering Provalytics through the dynamic digital terrain, significantly enhancing the company’s market cap through innovative campaigns.

The focal point of the discussion was the imminent transition to a cookie-less digital advertising environment and the subsequent implications for marketing attribution. Jeff is at the forefront of developing next-generation marketing attribution tools here at Provalytics, addressing the challenges posed by the phasing out of cookies, a fundamental component of digital ads.

Jeff elucidated the difference between first-party and third-party cookies and the impact of Google Chrome’s decision to remove the latter. This move is set to disrupt ad trackers’ ability to monitor user behavior across sites, necessitating a shift in strategy, particularly for always-on marketers in industries such as financial services, healthcare, and e-commerce.

Contrary to the apprehensions surrounding this shift, Jeff posited that it presents an opportunity for marketers to reevaluate their reliance on data and targeting. He advocated for a more generalized approach, emphasizing that increasing reach could potentially enhance ad effectiveness. This transition calls for marketers to exhibit patience and adapt to a landscape with fewer choices and less granularity in campaign adjustments.

The conversation also explored the integration of AI and machine learning in optimizing media plans and underscored the importance of operationalizing analytics within organizations. Jeff emphasized the essential role of storytelling in marketing and the need for building consensus around analytics. He shed light on the unique challenges and opportunities that B2B companies face in this evolving environment and underscored the significance of branding and narrative in establishing a distinctive presence.

Jeff introduced Provalytics’ innovative approach to using impressions as a unifying metric, allowing for retrospective analysis of past campaigns. He also observed a resurgence of emotional storytelling and branding in advertising and encouraged B2B brands to embrace this trend by focusing on narrative rather than solely on selling.

Lastly, Jeff shared insights into his indispensable martech tools, highlighting the value of CRM, specifically Close.com, and ChatGPT, which has proven instrumental in idea generation, task assistance, and refining communication skills.

This enlightening interview offers a glimpse into the future of digital marketing, underscoring Provalytics’ commitment to navigating the challenges and seizing the opportunities presented by a cookie-less future.

2023 ANA Genius Awards

2023 ANA Genius Awards – How Brands Optimize Data Analytics

The 2023 ANA Genius Awards recognized brands for their exceptional use of data and analytics in driving business growth. In this article, we examine the winning campaigns and explore the key strategies and tactics used by these brands to optimize their data analytics efforts for maximum impact.

The 2023 ANA Genius Awards, a beacon of innovation, are ready to ignite the marketing world with a symphony of unrivaled ideas, tactics, and visions. In the ever-changing field of marketing and advertising, where innovation is the currency of success, genius that surpasses industry conventions is highlighted.

What is the 2023 ANA Genius Awards

The 2023 ANA Genius Awards, a symbol of brilliance, testify to the transforming force of creativity and innovation in the marketing sphere. This illustrious event is a mark of distinction, honoring geniuses who have changed marketing paradigms and sparked conversations that have reverberated well beyond the industry’s borders. It is a meeting of the brightest minds, where ambitious ideas and game-changing strategies collide, generating an ecosystem where creativity thrives and ideas are given wings to fly.

2023 ANA Genius Awards

Who Should Attend

The 2023 ANA Genius Awards are looking for marketing giants that have a tireless enthusiasm for pushing the frontiers of their craft. From seasoned industry experts to emerging disruptors, this gathering offers an unprecedented opportunity to engage, collaborate, and be inspired by the marketing galaxy’s brightest stars. Entrepreneurs looking to infuse creative dynamism into their businesses, C-suite executives looking to revitalize their brands, and budding marketers looking for guidance are all drawn to the Genius Awards like moths to a flame.

Most Anticipated Presentations

The ANA Data & Analytics Practice, in partnership with Neustar, will reveal an exclusive peek at a slew of case studies highlighting winning solutions. The four categories include:

  • Winner for Marketing Analytics Adoption
  • Winner for Marketing Analytics Storytelling
  • Winner for Marketing Analytics Innovation
  • Winner for Marketing Analytics Growth

The 2023 ANA Genius Awards are a tribute to marketing’s never-ending growth, in which brilliance is both honored and used to inspire the next generation of trailblazers. This gathering of forward-thinking thinkers, eager learners, and industry heavyweights promises to inspire fresh conversations, build lasting connections, and reinvent the very core of marketing itself. As we approach this incredible occasion, we excitedly await the unfolding of genius that will undoubtedly impact the marketing landscape for years to come.

2022 ANA Genius Awards

Marketing Analytics is finally making its mark on big business.

On December 15th, join experts from Hilton, Sanofi, Pepsico and Prudential at the ANA’s 2022 Genius Awards, presented by Neustar.

Mission critical to any marketing campaign, Marketing Analytics provides a sophisticated GPS to drive data driven strategies.

This year, the ANA Genius Awards continue to showcase the best in data driven strategies from companies across industry sectors and revenue, including brands, media platforms, and nonprofits.

Selected by the expert panel of judges, these winning companies have leveraged analytic thinking to fuel bottom-line revenue growth, all while managing to address some of the greatest challenges.

The four winners include:

  • Winner for Marketing Analytics Adoption: Hilton
  • Winner for Marketing Analytics Storytelling: Sanofi
  • Winner for Marketing Analytics Innovation: Pepsico
  • Winner for Marketing Analytics Growth: Prudential

 

The ANA Genius Awards showcases the best in data driven strategies from companies across industry sectors and revenue, including brands, media platforms, and nonprofits. Selected by the expert panel of judges, these winning companies have leveraged analytic thinking to fuel bottom-line revenue growth, all while managing to address some of the greatest challenges.

The ANA Genius Awards winners for 2022 are as follows:

  • Winner for Marketing Analytics Adoption: Hilton
  • Winner for Marketing Analytics Storytelling: Sanofi
  • Winner for Marketing Analytics Innovation: Pepsico
  • Winner for Marketing Analytics Growth: Prudential

Multi-Touch Attribution Changes with Upcoming Cookie Collapse

Google is set to replace third-party cookies in Chrome with its “Privacy Sandbox” ad targeting tools by 2024. However, these new tools are not performing as well as cookies, according to a new experiment conducted by Google. Advertisers using Privacy Sandbox decreased their spending by 2-7%, while the number of people who clicked on ads was within 90% of the status quo.  Conversations per dollar, a measure of ad performance, dropped by 1-3%. Despite the results, Google insists that the encouraging findings are validating what they hoped: that digital advertising can be both more private for users and effective for advertisers and publishers.

The ad tech industry is worried about the upcoming changes, as the ability to track users online will be hindered. The average person is increasingly concerned about their privacy, and governments are promising new rules to govern privacy on the internet. Other browsers like Safari, Firefox, and Brave already block third-party cookies, which makes Google Chrome look like spyware in comparison.

Google is trying to get everyone on board with its Privacy Sandbox project. However, privacy advocates say it’s not private enough, ad tech companies say it’s too private, and governments have raised antitrust concerns. Google needs buy-in from everyone for the plan to work.

In a recent Gizmodo article, Jeff Greenfield, CEO of Provalytics, a long-time ad industry executive, warns of the drastic attribution changes advertisers and publishers will face due to this new system. Marketers are used to targeting individuals, not groups, as Google will soon require them to do. Greenfield believes it’s going to be a paradigm shift that requires a lot of reeducation. Even if the new system works for advertisers, the experiment looks discouraging for publishers, apps, and websites that make their money through ads. Advertisers spent less with the new system, which could be catastrophic for media companies and news organizations in particular that often operate with razor-thin margins.

“The change is going to be drastic for publishers,” Greenfield said.

Google, on the other hand, pushes back on the idea that Privacy Sandbox will hurt publishers. The company argues that they are working with technology that is emerging and reducing the ability for ad technology companies and data brokers to identify individuals across the web. Yet, they can still deliver a high degree of relevance for advertisers, translating into a high degree of monetization for publishers. Google insists that Topics and other Privacy Sandbox systems aren’t supposed to work in isolation, but as part of a broader ecosystem of tools.

Another issue with the new system is that Google’s competitors are hard at work developing fancy new ways to keep tracking users after cookies go away. If these techniques are effective, it would mean Google’s privacy-preserving efforts are a wash.

“A lot of companies out there are offering cookieless solutions. They’ve found a way to link identities together without cookies. But Google and other companies like Apple want to be in control, so the next thing we’re going to see is them trying to stop all of these cookie replacements,” Greenfield said.

That’s a problem Google is well aware of, and it’s one the company needs to solve to maintain its vice grip on the advertising business. If other companies have tools that work better, they’ll spend their money elsewhere. That’s a battle that will shake out in the years to come, as Google finally rolls out its changes and the sea of ad tech companies compete to be the most dominant alternative. So far, Google hasn’t shared anything about how it will fight back.

“I can tell you that as an initiative, we don’t feel that those approaches stand up to consumer expectations,” Dan Taylor, VP of Global Ads for Google said, “We are working towards a more holistic picture of how each of these new technologies will drive results for marketers, monetization for publishers, and keep people’s information more private.”

Google has additional experiments in the works to test other aspects of Privacy Sandbox, including the Protected Audience API and the Attribution Reporting API. Results from those tests will be released later this year.

The push for greater privacy online is certainly a laudable goal. However, the fact that Google’s Privacy Sandbox tools are not performing as well as cookies is worrying, particularly for publishers who rely on advertising for their revenue. The potential shift from targeting individuals to targeting groups will require advertisers to reeducate themselves, and the changes will be drastic for publishers.

As the ad tech industry looks to adapt to the changes brought on by Google’s Privacy Sandbox, companies like Provalytics will have to help advertisers and publishers navigate the new landscape. Jeff Greenfield warns of the dramatic changes that are coming and the need for education and adaptation in the industry.

It remains to be seen how Google’s competitors will react to the upcoming changes and whether they will be able to offer a better solution. As always, the sea of ad tech companies will continue to compete for dominance in the industry. As the ad tech industry adapts to the changes brought on by Google’s Privacy Sandbox, companies like Provalytics will have to help advertisers and publishers navigate the new landscape.