Planet Amazon Podcast Episode 23
The Marketing Mix Revolution: Navigating a Cookie-Less World
Can you imagine a world where traditional marketing rules no longer apply and user privacy reigns supreme? Join us on Planet Amazon as we sit down with Jeff Greenfield, CEO of Provalytics, to unravel the complexities of digital marketing in a cookie-less era. Jeff takes us on a journey from his early days in brand-side media buying to pioneering multi-touch attribution with C3 Metrics, providing an insider's look into the evolution of marketing analytics. Discover how Provalytics leverages cutting-edge technology to create accurate attribution models that respect user privacy and navigate the challenges posed by new privacy regulations.
Marketing attribution has always been a tricky business, especially when last-click attribution falls short in capturing long sales cycles. Jeff shares his insights on how marketing mix modeling and advanced mathematical predictions can revolutionize future sales strategies. By focusing on becoming "less wrong" over time, marketers can gain valuable insights without getting bogged down by complex algorithms. Jeff also addresses the skepticism marketers often feel towards machine-driven insights, emphasizing how Provalytics aims to shift their focus back to creative strategies and ultimately optimize media spend allocation.
The landscape of digital marketing is shifting rapidly, especially with the looming "cookie apocalypse." Learn how Provalytics is adapting to this new reality by employing innovative methods that maintain user anonymity while still delivering effective results. Jeff explores the synergy between different retail platforms like Amazon and Shopify, highlighting the importance of accurate sales attribution across multiple channels. We also discuss the significance of targeting specific demographics through platforms like TikTok and Facebook to maximize sales. Whether you're an Amazon-only store or a multi-platform retailer, this episode is packed with actionable insights to help you navigate the future of digital marketing.
You can learn more about Provalytics here: https://provalytics.com/
Co-Founder & CEO Provalytics
Jeff Greenfield
Jeff Greenfield is an entrepreneur, advisor, and disrupter with three decades of strategy, growth and marketing leadership. Jeff is currently building the next generation of AI-Driven Attribution as the co-founder and CEO of Provalytics which is a 'cookie-less' attribution & measurement solution which enables marketers to prove the impact from upper funnel channels like CTV and grow their budgets.
Phelps United President
Adam Shaffer
Adam is a pioneer in direct marketing and digital eCommerce of technology products and solutions to both consumer and commercial markets. With over thirty years of industry experience, and the unique ability to manage large organizations and startups, he has been responsible for successfully managing and driving growth at some of the largest publicly traded IT Solutions providers. He has found success helping Amazon sellers scale their eCommerce channel as part of their overall brand strategy through his company’s proprietary technology, services, and distribution platform. Ultimately, this has helped clients navigate the most complex waters of the largest eCommerce site in the world.
