About Jeff Greenfield: Jeff Greenfield is an entrepreneur, advisor, and marketing innovator with more than three decades of experience in strategy, growth, and marketing leadership. He is the Co-Founder and CEO of Provalytics, where he is revolutionizing marketing attribution through AI-driven, privacy-first measurement solutions. Previously, Jeff co-founded C3 Metrics, leading breakthroughs in attribution, viewability, and cookieless identifiers that reshaped how marketers measure ROI. He has been featured at leading industry conferences, including NATPE, NAB, Mediapost, BANFF, MASB, ANA, and TVOT, and his thought leadership has appeared in outlets such as The New York Times, The Washington Post, The Wall Street Journal, Bloomberg, ABC, CBS, and Investor’s Business Daily.

In this episode, Ted and Jeff Greenfield discuss:

• Why traditional click-based attribution models no longer reflect real-world, multi-touch buyer journeys
• The shift from user-level tracking to impression-based, privacy-first measurement
• How CTV, OTT, YouTube, podcasts, and other upper‑funnel channels actually drive leads and sales
• The old “spiked attribution” method for linear TV—and why it fails in today’s streaming-first, on-demand environment
• Building a single source of truth for marketing performance that aligns marketing, finance, and channel teams

Key Takeaways:

• Google Analytics is strong at tracking on-site behavior, but it struggles to measure awareness-driven channels like CTV, streaming, YouTube, and podcasts.
• As privacy changes remove user-level tracking, marketers need to zoom out and focus on impressions and attention—not just clicks.
• Multi-touch attribution shows branded search often serves as navigation, not true demand creation, shifting more credit to upper-funnel channels.
• Firms relying on last-click data tend to overspend on paid search while underinvesting in channels that drive long-term growth.
• A single source of truth for performance enables smarter budget allocation, clearer ROI, and stronger buy-in from finance.

“At the end of the day, when you're investing dollars in marketing, what you're doing is you're not buying clicks — you're buying eyeballs, you're buying attention.” — Jeff Greenfield

Connect with Jeff Greenfield:

LinkedIn: https://www.linkedin.com/in/jeffgreenfield/

Websites: https://jeffgreenfield.com/ / https://provalytics.com/

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: ted@juvoleads.com

Ideas or guests for the show: ted@juvoleads.com

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.