Marketing Goes Back to the Future: Jeff Greenfield’s Guide to Winning at Attribution in a Cookieless World (Ep. 29)

What does the future of marketing look like in a world with fewer cookies and heightened privacy concerns? 

In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung interview Jeff Greenfield marketing expert and CEO of Provalytics to unpack the challenges and strategies reshaping today’s marketing attribution.

Jeff shares his insights from years in the advertising industry, diving into how marketers can adapt to evolving attribution methods across digital and traditional media. He discusses why impressions may matter more than clicks, how AI is transforming attribution accuracy, and how storytelling is still key to building lasting brand loyalty. 

Jeff also highlights what the transition to a cookieless environment means for marketing strategy and why marketers need a fresh approach to understanding ROI.

From aligning impressions to sales to navigating new technologies, this episode is packed with practical advice and real-world examples that will help you stay ahead in the changing world of marketing attribution. If you're looking to balance upper and lower funnel strategies and rethink your approach to measuring success, this conversation has you covered!

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