70: Using AI at Work for Smarter Marketing Attribution and Ad Spend Measurement with Jeff Greenfield

Using AI at Work: AI in the Workplace & Generative AI for Business Leaders

Chris Daigle sits down with Jeff Greenfield, CEO of Provalytics, to uncover how AI-driven attribution is transforming marketing measurement in the age of privacy.
Jeff shares his journey from building one of the first multi-touch attribution companies to creating Provalytics, a platform built to solve one of marketing’s oldest challenges: “Half of my ad spend is wasted — I just don’t know which half.”
This conversation covers:
• Why clicks mislead, and why impressions still matter
• How AI models real ad impact across multiple channels
• Why Google Analytics and “last-click” thinking are broken
• The balance between consistency and correctness in corporate marketing
• New opportunities in connected TV, influencer marketing, and digital out-of-home
• How small teams can use AI tools like ChatGPT + spreadsheets for attribution insights
Key Insight: Most companies waste 80–90% of their ad spend. With AI attribution, marketers can reclaim budget, reduce stress, and unlock smarter strategies.
🔎 Find Out More About Jeff Greenfield and Provalytics
Jeff Greenfield on LinkedIn - https://www.linkedin.com/in/jeffgreenfield/
Provalytics - https://provalytics.com/
🛠 AI Tools and Resources Mentioned in This Episode
ChatGPT - https://openai.com/chatgpt
📌 Chapters
00:00 – Introduction to Jeff Greenfield
02:43 – The century-old attribution problem
06:02 – From C3 Metrics to Provalytics
11:02 – Why last-click attribution is broken
28:05 – Consistency vs correctness in corporate marketing
31:11 – How AI models ad spend impact
36:05 – Channels beyond clicks: CTV, influencers, OOH
42:41 – Practical attribution tips for small teams
46:14 – The future of privacy-first measurement
48:58 – How to connect with Jeff Greenfield
Episode tags:
AI in the workplace, AI for business leaders, Generative AI at work, AI operational strategy, AI in marketing attribution, AI productivity tools, Real-world AI applications, AI for process improvement, Executive AI training, AI transformation stories, Ethical AI business, AI case studies, AI in operations management, AI strategy for executives