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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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Inside Marketing with MarketSurge welcomes Jeff Greenfield — a 3x founder, analytics pioneer, and CEO/co-founder of Prova (getprova.com). If you’ve ever wondered why your marketing data says one thing while your financials scream something else, this episode is your intervention.
Jeff has been fixing attribution chaos for decades — building companies that pioneered multi-touch attribution, created viewability standards, and cracked privacy-safe measurement long before the industry caught up.
Today, he's on a mission to solve the biggest existential crisis in marketing:
👉 There is no single source of truth — and it's costing brands millions.
We unpack:
Why Google, Meta, Amazon, Hulu all claim credit for the same sale
What probabilistic, AI-powered attribution actually looks like
How consumer behavior has shifted into apps + marketplaces
Why the future of search may live inside ChatGPT
What marketers MUST do now to keep up with the next data revolution
👉 Learn more about Prova: https://getprova.com
👉 Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffgreenfield/
📌 Episode Highlights
00:00 — Why marketing data rarely matches financial reality
04:32 — The “six vendors, one sale” problem
09:10 — Multi-touch attribution explained in simple language
13:55 — Why GA4, Meta, and Google all disagree
17:40 — How Prova uses AI without relying on LLMs
25:10 — Walled gardens, clean rooms, and the new fragmented internet
34:20 — The rise of ChatGPT-based shopping
40:00 — How marketers should prepare for the next 3–5 years
45:55 — Where to find Jeff + free attribution certification
🚀 STAY CONNECTED WITH MARKETSURGE
🌐 Website: https://marketsurge.io
🎙️ Podcast: https://marketsurge.transistor.fm/
▶️ YouTube: https://www.youtube.com/@marketsurge-q7q
📘 Facebook Page: https://www.facebook.com/profile.php?id=100035121171654
👥 Facebook Group: https://www.facebook.com/share/g/15wpKr1WmN/
💼 LinkedIn: https://www.linkedin.com/company/marketsurgeio
🐦 Twitter (X): https://x.com/marketsurging
📅 Book Your Value or Free Coffee Call:
https://link.marketsurge.io/widget/bookings/marketsurge/demozvwcxw
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