This week on Not Another Marketing Podcast I’m talking with the co-founder and CEO of Provalytics Jeff Greenfield about the critical roles of attribution and awareness in the marketing world.
This is a fascinating chat, I learnt a huge amount and I’m really glad that awareness is becoming more important.
We discuss why measuring marketing impact, despite being unglamorous, is essential in understanding what drives sales.
Jeff talks about the challenges faced by marketers in the digital age, the impact of vanity metrics like clicks and the evolution of data-driven techniques like multi-touch attribution and marketing mix modelling.
We also have a chat about the resurgence of brand building and awareness in light of the growing influence of walled gardens and AI tools which are reshaping consumer interactions and purchase behaviours.
Website: https://getprova.com
LinkedIn: https://www.linkedin.com/in/jeffgreenfield/
Lemon, how the Advertising Brain Turns Sour by Orlando Wood: https://www.amazon.co.uk/Lemon-advertising-brain-turned-sour/dp/0852941471/