Imagine discovering that the data guiding your marketing dollars is a lie. On today’s episode, Junaid Ahmed unpacks a seismic shift in marketing attribution with Jeff Greenfield—CEO and founder of Provalytics, pioneer behind C3 Metrics, and a leader whose ideas are rewriting the rules in a world with no more cookies.Jeff shares hard-won truths from his three-decade journey, exposing why most marketers are blind to what’s truly driving results—and how a privacy-first, AI-driven future is not just possible, but necessary. This is a must-listen for marketers, founders, and anyone chasing real ROI in a post-cookie world.What You'll Learn:Marketing’s biggest myth: Why the numbers you trust are often wrong.The collapse of cookie-based tracking—and the rise of privacy-first measurement.Inside the walled gardens: How Amazon, Facebook, and Google obscure real impact.Impressions vs. clicks: The mindset shift every marketer must embrace.Why AI and machine learning are the keys to attribution’s future.Timestamps:[00:01] The paradigm shift: Attribution in a privacy-first world[02:15] Covid, habit change, and the measurement “black hole”[03:02] The commission crisis: How Jeff discovered the problem[08:09] What broke traditional attribution & why impressions matter[13:02] A world without cookies: What marketers get wrong about ROI[17:42] Big lessons & mind flips from data-driven marketing[20:00] What’s next for marketers: The AI-driven futureGuest Links (please verify before publishing):Website: https://provalytics.comLinkedIn: https://www.linkedin.com/in/jeffgreenfield/Twitter: https://twitter.com/provalyticsC3 Metrics (Legacy): https://c3metrics.com

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