In this episode of The CTO Show with Mehmet, I sit down with Jeff Greenfield, CEO of Provalytics, to unpack one of the biggest shifts in marketing: moving from click-based attribution to AI-driven attention analytics.

From the death of cookies to the rise of connected TV, podcasts, and non-click channels, Jeff explains how marketers, CFOs, and entrepreneurs alike can avoid wasting ad spend, uncover the real ROI of campaigns, and navigate a marketing world where “less wrong” beats the illusion of precision.

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👤 About the Guest

Jeff Greenfield is the CEO of Provalytics, an AI-driven attribution platform helping brands and finance leaders understand what’s really working in their marketing. A pioneer in multi-touch attribution, Jeff previously co-founded C3 Metrics and has decades of experience working with some of the world’s largest marketers.

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

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💡 Key Takeaways

• Why clicks are misleading and why attention is the metric that matters.

• How the cookie collapse is reshaping marketing measurement.

• The hidden 15–25% revenue drop companies face without new attribution models.

• Why CFOs, not just CMOs, must own marketing accountability.

• The role of AI and machine learning in running “micro-experiments” for smarter spend.

• The overlooked power of creative and emotional resonance in ad effectiveness.

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📚 What You’ll Learn

• How to future-proof your marketing in a cookie-less, non-click world.

• How Provalytics uses AI-driven incrementality modeling to unlock true ROI.

• Why a holistic view of marketing beats fragmented channel-by-channel ROI.

• The B2B angle: how startups and enterprises alike can apply these methods.

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🕑 Episode Highlights

00:02 – Jeff’s journey from marketer to attribution pioneer.

00:06 – Life after cookies: what marketers still get wrong.

00:12 – How the cookie collapse leads to a 15–25% revenue drop.

00:16 – Rise of non-click channels: CTV, podcasts, digital out-of-home.

00:20 – Provalytics’ AI approach to impressions and incrementality.

00:28 – Moving from deterministic to holistic ROI.

00:31 – Why CFOs are now central to marketing accountability.

00:37 – Creativity, emotions, and the forgotten power of messaging.

00:40 – How B2B companies can still apply these insights.

00:43 – Resources and Jeff’s free attribution certification course.

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🔗 Resources Mentioned

• https://provalytics.com

• GetProva.com

• Free Attribution Certification Course (via Provalytics Resources)