Using AI in Marketing

Authentic Business Adventures Podcast

Jeff Green - Provalytics On the Understanding the Data in Analytics: "It would be like if you gave credit to the supermarket checkout person because they were the ones who scanned the candy bar, because they were the last one who touched it, because it was right there in the candy aisle and you grabbed it as you were in line." In marketing, if it isn't measured, it'll be unlikely to be improved. But what do you measure in marketing and how do you measure your marketing to be able to tell if what you're paying for is actually a good investment? Jeff Greenfield of Provalytics, is a trailblazer in marketing measurement. Jeff takes us on a journey to unravel the complexities of digital marketing, exploring the age-old challenge of determining which marketing efforts truly pay off. He explains how Provalytics uses advanced statistical models and AI to help advertisers identify what’s actually working in their campaigns. As we delve into the intriguing world of probabilistic modeling, Jeff offers insights into how businesses can shift their focus from clicks to impressions to better understand and optimize their marketing spend. So, whether you're a seasoned marketer or just starting out, sit back and get ready to explore the innovative solutions that Provalytics brings to the table in the ever-evolving landscape of digital marketing. Listen as Jeff explains the gritty details of what you should be paying attention to and the pitfalls to avoid to make sure your marketing spend is well placed. Enjoy! Visit Jeff at: https://provalytics.com/ Podcast Overview: 00:00 "Misleading Digital Marketing Insights" 05:15 Branding vs. Search Advertising Debate 07:01 Limitations of TV Ad Metrics 12:53 Amazon Ads Affect Web Traffic 16:28 Pioneering User-Level Marketing Analytics 18:46 "Enhancing Click Data with AI" 23:40 Call Volume Prediction Origins 25:34 "Monty Hall Dilemma" 29:53 Facebook Ad Spending Insights 34:13 Real-Time Digital Ad Bidding 37:49 Personalized Ad Streaming Explained 41:30 Breaking Down Marketing Silos 43:12 Unified Marketing Integration Bridge 47:45 Top-Down Marketing Strategy Insights 49:40 Overspending Due to Google's Analytics 53:00 Marketing Spend Tracking Misconceptions 56:32 Clicks vs. Branding Priority Podcast Transcription: Jeff Greenfield [00:00:00]: James, if I were to give you an ax and ask you to chop down a small tree and you'd never chop down a tree before, before you In, I would say, how long do you think this is gonna take? And let's say you'd never used an ax before. I and you'd say, I have no idea. And I'm like, you have to make a guess. So you would make a guess, and then you start chopping. And I would let you chop for a minute, and then I'd ask you to stop. And I'd say, okay. Revise your guess. And so you would revise it. And if I did this, like, every minute and and then Adventures every five minutes and wrote down what your guesses were, we would find that at a certain point, your guesses would get closer and closer to what the actual number is. James [00:00:39]: You have found Authentic Business Adventures, the business program that brings you the struggle stories and triumph and successes of business owners across the land. Downloadable audio episodes can be found in the podcast link found at drawincustomers.com. We are locally underwritten by the Bank of Sun Prairie, calls on call extraordinary answering service, as well as the bold business book. And today, we're welcoming slash preparing to learn from Jeff Greenfield of Provalytics. How is it going today? Jeff Greenfield [00:01:07]: Oh, it's it's going great, James. It's, I'm excited to be here. James [00:01:10]: Yeah. Let's just start Call right off the bat. What is Provalytics? Jeff Greenfield [00:01:14]: Provalytics is a marketing measurement platform. And it it essentially, there's an old saying in marketing from a famous marketer from the Midwest by the name of John Wa...