Inside Marketing with MarketSurge welcomes Jeff Greenfield — a 3x founder, analytics pioneer, and CEO/co-founder of Prova (getprova.com). If you’ve ever wondered why your marketing data says one thing while your financials scream something else, this episode is your intervention.Jeff has been fixing attribution chaos for decades — building companies that pioneered multi-touch attribution, created viewability standards, and cracked privacy-safe measurement long before the industry caught up.Today, he's on a mission to solve the biggest existential crisis in marketing:👉 There is no single source of truth — and it's costing brands millions.We unpack:Why Google, Meta, Amazon, Hulu all claim credit for the same saleWhat probabilistic, AI-powered attribution actually looks likeHow consumer behavior has shifted into apps + marketplacesWhy the future of search may live inside ChatGPTWhat marketers MUST do now to keep up with the next data revolution👉 Learn more about Prova: https://getprova.com👉 Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffgreenfield/📌 Episode Highlights00:00 — Why marketing data rarely matches financial reality04:32 — The “six vendors, one sale” problem09:10 — Multi-touch attribution explained in simple language13:55 — Why GA4, Meta, and Google all disagree17:40 — How Prova uses AI without relying on LLMs25:10 — Walled gardens, clean rooms, and the new fragmented internet34:20 — The rise of ChatGPT-based shopping40:00 — How marketers should prepare for the next 3–5 years45:55 — Where to find Jeff + free attribution certification🚀 STAY CONNECTED WITH MARKETSURGE🌐 Website: https://marketsurge.io🎙️ Podcast: https://marketsurge.transistor.fm/▶️ YouTube: https://www.youtube.com/@marketsurge-q7q📘 Facebook Page: https://www.facebook.com/profile.php?id=100035121171654👥 Facebook Group: https://www.facebook.com/share/g/15wpKr1WmN/💼 LinkedIn: https://www.linkedin.com/company/marketsurgeio🐦 Twitter (X): https://x.com/marketsurging📅 Book Your Value or Free Coffee Call:https://link.marketsurge.io/widget/bookings/marketsurge/demozvwcxw

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