Is marketing really driving revenue or just generating reports no one trusts?
In this episode of the Executive Connect Podcast, Melissa Aarskaug sits down with Jeff Greenfield, CEO of Provolytics, to unpack why marketing ROI has become one of the biggest trust gaps inside modern organizations. Jeff explains how fractured data, outdated attribution models, and over-reliance on clicks have caused finance teams to lose confidence in marketing performance.
They explore how AI-powered modeling is helping marketing teams move beyond cookies, rebuild credibility with CFOs and CEOs, and finally connect media spend to real business outcomes across digital, retail, and marketplace channels. This conversation breaks down what AI actually means in marketing today, how privacy changes accelerated innovation, and why AI should elevate marketers rather than replace them.
If you are responsible for marketing spend, executive decision-making, or proving growth impact in a privacy-first world, this episode will reshape how you think about measurement.
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- What You’ll Learn:
- Why marketing ROI problems are rooted in trust, not data
- How AI replaces broken attribution models without cookies
- What most leaders misunderstand about AI-powered marketing
- Why clicks fail to capture real business impact
- How AI creates a single source of truth for CMOs and CFOs
- How marketers can reclaim creativity by letting AI handle the math
- What the future of automated media optimization looks like
Episode highlights:(1:31) The Measurement Crisis Explained
(2:40) How Digital Broke Attribution
(4:47) Rebuilding Measurement With AI
(6:30) Privacy Changes And The End Of Cookies
(9:17) What AI-Powered Really Means
(11:21) Measuring Marketing Without Clicks
(13:23) Proving ROI To CFOs And CEOs
(17:09) AI Elevates Marketers, Not Replaces
(22:41) The Future Of AI-Driven Media Buying
(27:46) Final Advice For Finance And Marketing
Jeff Greenfield is the Co-Founder and CEO of Provalytics, where he is reshaping marketing attribution with privacy-first, cookie-less solutions built for today’s digital landscape. With over 30 years of experience in strategy, growth, and marketing innovation, he has helped global brands like JP Morgan and Nestlé drive marketing ROI gains of more than 25%. Previously, Jeff co-founded C3 Metrics, pioneering early cookie-less attribution technology, and today he leads Provalytics with a focus on restoring trust, clarity, and measurable impact across modern marketing.
Connect with Jeff Greenfield:Web: https://provalytics.com/
LinkedIn: https://www.linkedin.com/in/jeffgreenfield/
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