In this episode, Barbara and Jeff discuss: 

• Why marketing is about building awareness- impressions matter more than just clicks. 

• How privacy changes like the cookie collapse are forcing marketers to focus on broader targeting and reach. 

• How AI tools like Provalytics use predictive modeling to prove campaign impact and optimize marketing spend. 

Key Takeaways: 

“Stop chasing clicks and start buying attention. Marketing wins by building awareness through impressions, not instant conversions.” –Jeff Greenfield 

Connect with Jeff Greenfields: 

Website: https://provalytics.com/  

LinkedIn: https://www.linkedin.com/company/provalytics/  

Instagram: https://www.instagram.com/provalytics/  

YouTube: https://www.youtube.com/@provalytics   

Twitter: https://x.com/provalytics  

Facebook: https://www.facebook.com/provalytics  

Connect with Barbara Hales: 

Twitter:   @DrBarbaraHales

Facebook:   facebook.com/theMedicalStrategist

Business website: www.TheMedicalStrategist.com

Email:   info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist

LinkedIn: www.linkedin.com/in/barbarahales

Books:

Content Copy Made Easy

14 Tactics to Triple Sales

Power to the Patient: The Medical Strategist

TRANSCRIPTION (208)

Dr. Barbara Hales   

Welcome to another episode of marketing tips for doctors. I’m your host. Dr Barbara Hales, today we have with us Jeff Greenfield. He is an entrepreneur with 30 years of strategy growth and marketing leadership. He is building the next generation AI driven, and the system that he calls it is provolytics. It has no cookies and measures solutions that allow marketers to prove the impact of their strategies. Welcome to the show, Jeff. 

Jeff Greenfield   

Thank you so much, Barbara, it’s a pleasure to be here. 

Marketing Math 

Dr. Barbara Hales   

How did you get interested in marketing analytics? 

Jeff Greenfield   

That’s a great question, because marketing analytics is not something that most people say, Oh, my God, that sounds so exciting, wow. And it’s not something like at a cocktail party. You can say, hey, I do marketing analytics, and people say, Wow, that sounds like a sexy profession 

Dr. Barbara Hales   

You can say that you run a numbers game.

 Jeff Greenfield   

That’s right, I do run a numbers game, exactly. But the way I got here is, you know, through the lens of trying to deal with very complicated and complex marketing campaigns, I happen to be buying media for a publicly traded weight loss company. This was the 2006 2007 and we ran into this issue where the numbers didn’t add up. And what I mean by that is we would have, like, 100 new customers per day. We were buying media across about 10 different vendors, and when we went we could see in our system that we had 100 new customers. But we went into the vendor systems and added up all of the numbers.

It said that we had 1000 new customers. So there was all this double counting and triple counting that was going on, and that became a problem, because we were paying out each of those vendors essentially a commission. And so, you know, we were paying out a lot of money, and so we needed to kind of fix this problem. And it was back then. It was like 2007 there was nothing available to do this. It was kind of the early days of digital, the wild wild west, if you would. And so I created one of the first, what we would call back then, multi touch attribution platforms. A early digital measurement platform was called c3 metrics, and it solved that duplication issue. It solved trying to figure out who was actually building awareness versus kind of jumping in at the end to capture that last minute sale. So solved a lot of problems for advertisers, and that then became kind of the new business. So that’s how I got into this. I got into this to solve the problem that I was having as a marketer myself. 

Dr. Barbara Hales   

Sure, well of course, it’s important not to have to pay for something that you’re not getting. But the true beauty of it was really that when you ran your various campaigns, you could see what worked and what didn’t, what people were, you know, eager to get or receptive to, versus total duds. 

Jeff Greenfield   

That’s right, and that’s that we call that these days, based upon a old time marketer from the Midwest. It’s the John Wanamaker type problem. John Wanamaker is credited in saying half the money I spend in advertising is wasted. The only problem is I don’t know which half, and that was back when there was before there was even TV. It was just mainly print, and that was a big problem. But today’s world, things have gotten very complicated. Let me just give you just a small example. So let’s say you’re like most practitioners. You’re running some campaigns on Facebook, which is now meta, so when you run on Facebook, you’re typically both on Facebook and Instagram, and then you also have ads running on Google, so that when people type in your name or type in the name of your practice, they’re able to find you and get right to you and not go to a competitor.

So let’s assume someone is on on Facebook. They’re scrolling around, and they happen to see like, maybe there’s like, a video there. It captures their attention, but they don’t click on it. They don’t even watch it. They just hover over it for a minute or so. Now Facebook knows that when they hover over it, they don’t really tell you. But now maybe two or three hours later, when you’re on Instagram, you actually see it again, and you actually spend time watching it. You don’t click on it, but you make a note, you know, hey, you know, my shoulders have been bothering me a bit. Maybe, maybe I should go check out that PT practice and and get this finally worked on, get that, you know, frozen shoulder, figured out. And then you kind of forget about it.

By the third video, you’ve made the appointment, right? But you haven’t made the appointment yet, because of what happens with us in today’s world. We get distracted, but we put a mental note in our head, and then you’re out doing some gardening work, and you’re like, Oh,Yeah, this shoulder is killing me, and you’re like, oh, yeah, what was the name of that practice? You take your phone out, you Google it, and you find the ad there, you click on it, and you book an appointment online.

So from the marketers perspective, the one who’s running the marketing at the practice, they would go into their analytics at the end of the month, which is predominantly GA for Google Analytics four, and they would see, my God, Google is killing it. And as a smart, data driven marketer, they would see that Facebook meta isn’t working well, so they would spend less on meta and try to spend more on Google. But we know, just because we went through that, that it was actually meta, the facebook, instagram combination, that built the awareness so that you knew the name of the practice, and all Google did was jump in there and so what? But there’s a time delay, and because of that time delay, when that marketer makes that change and cuts down Facebook, it doesn’t happen right away. It could take because think about this healthcare and taking care of yourself, and self care is, for a lot of people, is a considered purchase. So that journey, that time to conversion, could be 3060, maybe even 90 days.

You could make those changes, and you wouldn’t notice anything for maybe two more months, and then all of a sudden, you’re like, Oh my God, what’s going on? What’s happening, and what happened is you cut off that awareness part of the funnel. So multiply that across a much larger campaign where you’re advertising, maybe connected television, you’re doing some coupons, you’re doing some print, maybe some other thing