1 00:00:04,560 --> 00:00:07,620 Robert Plank: Hey, welcome back to the podcast. Jeff Greenfield 2 00:00:07,620 --> 00:00:11,400 is here, and Jeff's company is called provolytics. That's P, R, 3 00:00:11,400 --> 00:00:17,640 O, V, a, l, y, t, I, C, s.com, Jeff is an entrepreneur. He's an 4 00:00:17,640 --> 00:00:21,560 advisor, and he's a disrupter with three decades of strategy, 5 00:00:21,560 --> 00:00:25,160 growth and marketing leadership. Now he's building the next 6 00:00:25,160 --> 00:00:28,820 generation of AI driven attribution as the co founder 7 00:00:28,820 --> 00:00:33,920 and CEO of provolytics. Now they are a cookie list attribution 8 00:00:33,920 --> 00:00:38,060 and measurement solution which enables marketers to prove the 9 00:00:38,060 --> 00:00:42,160 impact from upper funnel channels like CTV and grow their 10 00:00:42,160 --> 00:00:45,700 budgets. Exciting stuff, useful stuff, needed stuff, especially 11 00:00:45,820 --> 00:00:48,820 with the cookie Apocalypse coming, that Jeff will tell us 12 00:00:48,820 --> 00:00:52,240 about, and he'll tell us about how we can make better use of 13 00:00:52,240 --> 00:00:55,420 our data in our traffic and our tracking and our people and our 14 00:00:55,420 --> 00:00:58,000 conversions and all that cool stuff. So it's Jeff, glad to 15 00:00:58,240 --> 00:01:00,220 meet you again and see you again, 16 00:01:01,170 --> 00:01:03,720 Jeff Greenfield: Robert, it's great to be back here again. 17 00:01:04,020 --> 00:01:07,410 Attribution and measurement is something that I'm passionate 18 00:01:07,410 --> 00:01:11,220 about. It doesn't sound sexy, but it really is, because you're 19 00:01:11,220 --> 00:01:15,030 in the you're in the middle of things that are going on across 20 00:01:15,060 --> 00:01:19,170 marketers from small to very large, inside of some of the 21 00:01:19,200 --> 00:01:22,140 most detailed marketing decisions for some of the 22 00:01:22,140 --> 00:01:25,260 largest brands in the world, and it's that's an exciting place to 23 00:01:25,260 --> 00:01:28,770 be, especially in these changing times in the marketing world. 24 00:01:29,490 --> 00:01:31,830 Robert Plank: Yes, and it is exciting, and it is changing, 25 00:01:31,920 --> 00:01:35,580 and it can be scary if we are left behind and if we're not 26 00:01:35,580 --> 00:01:39,000 informed, but if we are informed, then we can have a leg 27 00:01:39,000 --> 00:01:42,930 up on the competition. And so just to catch us up, as far as 28 00:01:43,020 --> 00:01:46,200 the cookie apocalypse, I'm still not sure 100% understand, but 29 00:01:46,260 --> 00:01:49,290 like, the way you used to think of cookies was like, you had one 30 00:01:49,290 --> 00:01:52,800 computer, right? You had, like, you went to your computer room 31 00:01:52,800 --> 00:01:55,500 or your office and you went and you connected to the internet 32 00:01:55,500 --> 00:01:58,650 that way. But so many times, I mean, I'm on like, four devices 33 00:01:58,650 --> 00:02:03,120 at once, right? I go and I watch something on my smart TV, I go 34 00:02:03,120 --> 00:02:06,540 to my desktop, I go to my laptop, tablet, phone, and so 35 00:02:06,540 --> 00:02:10,320 that whole idea of the one cookie on the one machine, it 36 00:02:10,320 --> 00:02:14,220 seems really outdated. And so it makes sense that the Google 37 00:02:14,220 --> 00:02:17,460 gods, etc are looking to phase that out. But that's just my own 38 00:02:17,610 --> 00:02:21,150 little understanding. But what is happening as far as cookies 39 00:02:21,150 --> 00:02:25,200 going away, or how we can make sense of this kind of story, I 40 00:02:25,200 --> 00:02:28,170 just said where, like, we're like, we have one person and six 41 00:02:28,170 --> 00:02:28,920 devices. 42 00:02:29,160 --> 00:02:32,250 Jeff Greenfield: No, great point, Robert, and you know, for 43 00:02:32,280 --> 00:02:35,610 a long time, most people in the advertising world were 44 00:02:35,610 --> 00:02:39,060 terrified, because Google kept saying we're going to get rid of 45 00:02:39,060 --> 00:02:42,720 cookies. And this was going on for a number of years, and then 46 00:02:42,720 --> 00:02:47,550 what happens, slowly but surely over time, is Apple and iOS, 47 00:02:47,640 --> 00:02:50,340 they got rid of of these tracking cookies. Those are 48 00:02:50,340 --> 00:02:54,870 gone. They're gone in Firefox. And when you start to think 49 00:02:54,870 --> 00:02:58,800 about the different types of new digital advertising technology 50 00:02:58,800 --> 00:03:04,380 like CTV and digital out of home and podcast advertising where 51 00:03:04,380 --> 00:03:08,280 cookies don't even work. Cookies are not really a reliable 52 00:03:08,310 --> 00:03:12,180 methodology anymore. It used to be that they were great when 53 00:03:12,180 --> 00:03:16,050 everything was just display ads and clicks, but now we have all 54 00:03:16,050 --> 00:03:18,570 these new methods of advertising, and who knows 55 00:03:18,570 --> 00:03:21,090 what's going to happen and what's going to be new in the 56 00:03:21,090 --> 00:03:24,900 next month or so? So the idea behind the cookie Apocalypse Now 57 00:03:24,900 --> 00:03:27,420 is that it's, if you're all you're measuring with is 58 00:03:27,420 --> 00:03:30,840 cookies. It's really an unreliable way of looking at 59 00:03:30,840 --> 00:03:33,720 things. The other thing that's shifted that goes along with 60 00:03:33,720 --> 00:03:37,260 this is that cookies was all about the individual and the 61 00:03:37,260 --> 00:03:42,540 user and that device level. But because of privacy we can't 62 00:03:42,540 --> 00:03:47,160 target anymore at that level. I can't really target very, very 63 00:03:47,160 --> 00:03:51,540 detailed, specific demographic data about all of your likes and 64 00:03:51,540 --> 00:03:54,420 all of the things you're into, like we used to be able to do on 65 00:03:54,420 --> 00:03:58,050 meta and places like that. Now things are kind of we've had to 66 00:03:58,050 --> 00:04:01,410 pan the camera back a bit because of privacy concerns, we 67 00:04:01,410 --> 00:04:06,180 used to be able to target ford f1 50 lease holders whose lease 68 00:04:06,180 --> 00:04:09,690 was going to expire in three months. Can't do that anymore. 69 00:04:09,900 --> 00:04:13,350 It's just not the way things happen. And so if we could get 70 00:04:13,350 --> 00:04:16,650 down to that device level, it wouldn't really matter, because 71 00:04:16,650 --> 00:04:21,000 we can't buy advertising at that level anymore. So we have to pan 72 00:04:21,000 --> 00:04:24,060 the camera back and look at the bigger picture, which is how 73 00:04:24,060 --> 00:04:27,450 things used to be before digital. And guess what? Brands 74 00:04:27,450 --> 00:04:31,140 were able to survive before digital, huge brands that are 75 00:04:31,140 --> 00:04:35,940 still around today, like Pepsi and BMW did killer jobs back in 76 00:04:35,940 --> 00:04:39,480 the day. So we have a lot to learn from the lessons of the 77 00:04:39,480 --> 00:04:42,120 past and apply them in today's digital world. 78 00:04:43,260 --> 00:04:46,350 Robert Plank: Okay, and and so sometimes the the old is new 79 00:04:46,350 --> 00:04:49,560 again. And so my understanding now and correct me if I'm wrong, 80 00:04:49,560 --> 00:04:54,480 here is that now when you place the meta ads, the Google ads, 81 00:04:54,510 --> 00:04:56,880 you have some amount of targeting, but then there's 82 00:04:56,880 --> 00:05:00,600 like, it's all a lot of that fine grainness. Are still doing 83 00:05:00,600 --> 00:05:03,450 it, but it's hidden to you. And so when you're looking to target 84 00:05:03,570 --> 00:05:06,840 those say, like, Ford f1 50 buyers, you can target a few 85 00:05:06,840 --> 00:05:09,540 things, but as far as like, narrowing down to the least 86 00:05:09,540 --> 00:05:12,450 expire like, that's kind of out of your control. Now, 87 00:05:12,870 --> 00:05:15,810 Jeff Greenfield: it's completely out of control. Those levels are 88 00:05:15,810 --> 00:05:18,360 not available anymore, especially inside of meta, where 89 00:05:18,360 --> 00:05:21,840 they used to be. In fact, a lot of advertisers are logging in 90 00:05:21,840 --> 00:05:24,240 right now and they're saying, Oh, my God, that campaign, it 91 00:05:24,240 --> 00:05:28,710 says I can't run it anymore, or it's going to expire when the 92 00:05:28,710 --> 00:05:32,550 budget that I set forward is there, because those, those 93 00:05:32,550 --> 00:05:35,640 criteria that I use for targeting are no longer there. I 94 00:05:35,640 --> 00:05:39,750 mean, you can definitely target by geo you can definitely target 95 00:05:39,990 --> 00:05:45,090 by age and certain types of demographics, but that's about 96 00:05:45,120 --> 00:05:48,690 it, which is kind of the same way it used to be with TV. You 97 00:05:48,690 --> 00:05:51,600 could kind of target, you would know the types of people who are 98 00:05:51,600 --> 00:05:54,690 watching Fantasy Island. You kind of have an idea of the 99 00:05:54,690 --> 00:05:58,080 demographics of people if you're buying ads on, let's say 100 00:05:58,110 --> 00:06:02,160 Netflix, people that are are watching Love is blind. They 101 00:06:02,160 --> 00:06:04,860 have all that demographic data so you can buy according to 102 00:06:04,860 --> 00:06:08,310 that, but you're not going to be able to get much else these 103 00:06:08,310 --> 00:06:11,490 days, and that's just the way that the what's happened is the 104 00:06:11,490 --> 00:06:16,920 advertising technology folks shifted too far. There was no 105 00:06:16,920 --> 00:06:20,640 rules around how we were utilizing all this data, so we 106 00:06:20,640 --> 00:06:24,540 went in for like, grabbing everything that we could. And as 107 00:06:24,540 --> 00:06:29,130 a result, folks in the EU came in and with the GDPR and said, 108 00:06:29,130 --> 00:06:32,130 hey, you've gone too far, and now we have the CCPA in 109 00:06:32,130 --> 00:06:35,520 California and all these different privacy regulations. 110 00:06:35,520 --> 00:06:39,060 And so as a result, things are starting to shift back to a 111 00:06:39,060 --> 00:06:42,660 safer place. You know, most folks, you know, we don't mind 112 00:06:42,660 --> 00:06:45,570 giving up our data, but you know, we really do want to have 113 00:06:45,570 --> 00:06:48,510 an idea of who's getting access to it and stuff like that. And I 114 00:06:48,510 --> 00:06:50,160 think that's that's probably a good idea, 115 00:06:50,970 --> 00:06:53,310 Robert Plank: probably if we were going to fall on on one 116 00:06:53,310 --> 00:06:56,340 side or the other, well, it's like, well, do we let the 117 00:06:56,340 --> 00:07:00,240 advertisers run free and have super cheap ads? But privacy is 118 00:07:00,240 --> 00:07:03,990 out the window, versus, well, it's not ideal that you can't 119 00:07:03,990 --> 00:07:06,720 target these ads, but at least the privacy is protected. I 120 00:07:06,720 --> 00:07:10,050 guess that's the lesser of the two evils. And so then what do 121 00:07:10,050 --> 00:07:12,960 we do in that case, if we're a business running paid ads 122 00:07:13,020 --> 00:07:17,400 looking to get targeting, that's more than just age and location, 123 00:07:17,550 --> 00:07:21,060 how do we crack this nut? How do we solve this problem. Well, 124 00:07:21,060 --> 00:07:23,370 Jeff Greenfield: I think the first thing to understand, one 125 00:07:23,370 --> 00:07:27,570 other point to understand, is that all of the research has 126 00:07:27,570 --> 00:07:31,620 shown that that hyper targeting, where we were trying to get down 127 00:07:31,620 --> 00:07:35,460 as deep as we could, because remember, the more we target, 128 00:07:35,940 --> 00:07:39,570 the more costly our ads are, because we have the cost of 129 00:07:39,570 --> 00:07:43,740 delivering the ads. But then when we layer in Ford f1 50 130 00:07:43,740 --> 00:07:47,310 lease holders, somebody has to get paid to provide us that 131 00:07:47,310 --> 00:07:51,450 data. So that increased the cost of the ad. And so what we have 132 00:07:51,450 --> 00:07:54,900 found is that as you start to hyper target, your ads are 133 00:07:54,900 --> 00:07:58,620 actually reaching a fewer number of people, although there are 134 00:07:58,620 --> 00:08:01,710 people in the group that you want to sell to, but it's fewer 135 00:08:01,710 --> 00:08:05,820 people, which means your cost to deliver each ad to every single 136 00:08:05,820 --> 00:08:09,180 person is more expensive. And what that means your advertising 137 00:08:09,180 --> 00:08:14,730 has to work so much harder. And what we have found over time is 138 00:08:14,730 --> 00:08:19,860 that if you target higher up, you're reaching more people, and 139 00:08:19,860 --> 00:08:23,490 the ads actually work better. That's what all of the research 140 00:08:23,490 --> 00:08:27,600 has shown over the last 20 to 30 years. And so the first thing 141 00:08:27,600 --> 00:08:32,550 is, don't panic. That's number one. Trust in the fact that as 142 00:08:32,550 --> 00:08:36,540 you reach a larger audience, you may be hitting some people who 143 00:08:36,540 --> 00:08:39,750 aren't ready to make a buying decision at this exact moment, 144 00:08:40,020 --> 00:08:42,630 but what you're actually doing is you're giving advertising a 145 00:08:42,630 --> 00:08:47,190 chance to actually do its job, which is to build awareness. 146 00:08:47,400 --> 00:08:50,490 Because when we target so much lower, we're trying to hit 147 00:08:50,490 --> 00:08:52,950 people who are ready to buy right now. And what you want to 148 00:08:52,950 --> 00:08:55,320 do with your advertising dollars is you want to hit people that 149 00:08:55,350 --> 00:08:58,470 want to buy right now, but you also want to hit people that are 150 00:08:58,470 --> 00:09:02,400 looking and maybe won't buy now, but may buy in six months from 151 00:09:02,400 --> 00:09:06,180 now, and that's that concept of filling your funnel. So that's 152 00:09:06,180 --> 00:09:09,660 the first thing is, don't panic. Targeting up higher is not going 153 00:09:09,660 --> 00:09:12,180 to kill your advertising. It's actually going to help your 154 00:09:12,180 --> 00:09:15,330 advertising, whether you're a local business or a very, very 155 00:09:15,330 --> 00:09:18,360 large advertiser. The other thing you can do is you can 156 00:09:18,360 --> 00:09:24,090 improve the way that you measure most marketers and advertisers, 157 00:09:24,090 --> 00:09:28,470 they use GA four, which is Google Analytics, which is click 158 00:09:28,470 --> 00:09:32,250 based advertising. And almost every marketer has got a Google 159 00:09:32,250 --> 00:09:36,090 sheet that has every single day of the year, how much they 160 00:09:36,090 --> 00:09:38,880 bought, how many clicks they got, how much they spend, how 161 00:09:38,880 --> 00:09:41,160 many sales or leads they had. And they know their click 162 00:09:41,160 --> 00:09:44,190 through rate, they know their cost per sale and all of those 163 00:09:44,190 --> 00:09:47,910 things. And it violates all the rules of advertising. And what 164 00:09:47,910 --> 00:09:51,090 you want to do is remember why you're buying advertising. You 165 00:09:51,090 --> 00:09:54,510 were buying advertising because you were buying eyeballs. And 166 00:09:54,510 --> 00:09:58,380 the way you measure eyeballs is what we call impressions. And in 167 00:09:58,380 --> 00:10:01,770 order for a click to happen, someone. Has to be aware. And 168 00:10:01,770 --> 00:10:04,830 when you got all of that data for your Google Sheet, you 169 00:10:04,830 --> 00:10:08,460 downloaded something from Google or from meta or from wherever, 170 00:10:08,610 --> 00:10:11,280 and I guarantee you there was a column there for impressions. 171 00:10:11,460 --> 00:10:14,580 And what you want to do is you want to add those impressions to 172 00:10:14,580 --> 00:10:17,100 your Google Sheet for the last year. And you want to start 173 00:10:17,100 --> 00:10:20,430 looking at, instead of just clicks and cost per click, you 174 00:10:20,430 --> 00:10:23,100 want to start looking at how many impressions did I have each 175 00:10:23,100 --> 00:10:27,300 day, and when did my clicks go up? And what's the relationship 176 00:10:27,300 --> 00:10:30,960 between more impressions and clicks, and more impressions to 177 00:10:30,960 --> 00:10:35,220 sales or leads. And what you're going to find is, as you start 178 00:10:35,220 --> 00:10:39,030 to build awareness and impressions go up, it takes time 179 00:10:39,240 --> 00:10:42,900 for that awareness to be built, and then clicks will go up, and 180 00:10:42,900 --> 00:10:46,620 then you get more sales or more leads. And so the other thing 181 00:10:46,620 --> 00:10:49,950 you can do as an advertiser is change your perspective from 182 00:10:49,950 --> 00:10:54,240 clicks to impressions. You need to start thinking about what 183 00:10:54,240 --> 00:10:56,400 you're actually buying, and what you're buying are eyeballs. 184 00:10:56,610 --> 00:11:00,450 That's what you need to focus on for much larger advertisers, the 185 00:11:00,450 --> 00:11:03,120 ones that are spending greater than 10 million or more per 186 00:11:03,120 --> 00:11:06,810 year, ones that are in a multitude of channels. You can 187 00:11:06,810 --> 00:11:09,840 do that on your own, but it gets very complicated once you get 188 00:11:09,840 --> 00:11:13,080 into three or four different channels. For that, you need a 189 00:11:13,350 --> 00:11:16,500 sophisticated model that can do that, and that's that's the type 190 00:11:16,500 --> 00:11:20,130 of work we do. But still, you need to change the mindset from 191 00:11:20,130 --> 00:11:24,360 clicks to impressions, you need to focus on eyeballs, because 192 00:11:24,570 --> 00:11:27,540 that is going to increase the number of people who are 193 00:11:27,540 --> 00:11:30,780 actually exposed to your ad, and that's what we call reach, and 194 00:11:30,780 --> 00:11:32,820 that's what advertising and marketing is all about. You want 195 00:11:32,820 --> 00:11:34,260 to reach more people, 196 00:11:35,370 --> 00:11:37,290 Robert Plank: and so just to make sure that I'm understanding 197 00:11:37,290 --> 00:11:40,200 you correctly, you're saying that we clicks are important, 198 00:11:40,200 --> 00:11:43,410 but we need to also be tracking our impressions. And the reason 199 00:11:43,410 --> 00:11:47,550 is this sort of lag time that it takes time to get this 200 00:11:47,550 --> 00:11:50,400 awareness. It takes time, if someone keeps looking at your 201 00:11:50,400 --> 00:11:53,940 ad, to kind of warm them up to then click and like you're 202 00:11:53,940 --> 00:11:55,980 making me think of like, there's, there's this one ad 203 00:11:55,980 --> 00:11:58,680 that's been following me around on Facebook for six months this 204 00:11:58,680 --> 00:12:02,160 late, this lady in like Switzerland, she's like, Hey, I 205 00:12:02,160 --> 00:12:05,130 have this program on how to teach chat GPT to sound like 206 00:12:05,130 --> 00:12:08,070 you. And I looked at like, Ooh, looks good. I just don't have 207 00:12:08,070 --> 00:12:10,260 time to go through some course right now. But like, I know I 208 00:12:10,260 --> 00:12:13,050 want it, and if she was maybe short sighted, she might have 209 00:12:13,110 --> 00:12:15,570 stopped showing the ads. Because, like, I think I only 210 00:12:15,570 --> 00:12:18,090 clicked like, once, and I haven't bought but I'm like, you 211 00:12:18,090 --> 00:12:21,540 know, as soon as I have, like, a free weekend or a few days, I'll 212 00:12:21,540 --> 00:12:24,450 go and I'll click and I'll do it. And so she's, she'll get me 213 00:12:24,450 --> 00:12:27,360 eventually. And so am I on the right track there, understanding 214 00:12:27,810 --> 00:12:30,540 why we need to watch the impressions? Because there's, 215 00:12:30,540 --> 00:12:33,630 there's someone like me who's being like, warmed up from an 216 00:12:33,630 --> 00:12:33,960 ad. 217 00:12:34,290 --> 00:12:37,020 Jeff Greenfield: Yeah. And this goes against everything that you 218 00:12:37,020 --> 00:12:39,840 see in Google Analytics. When you look in Google Analytics, 219 00:12:39,840 --> 00:12:43,890 it'll tell you, 95% of your people converted within one day, 220 00:12:44,160 --> 00:12:49,140 and the other 5% converted in 48 hours, and that's just total BS, 221 00:12:49,230 --> 00:12:53,700 100% now, according to Google and their perspective, it is 222 00:12:53,700 --> 00:12:57,030 what they see, because they're so last click and Click 223 00:12:57,030 --> 00:13:03,630 oriented. But most brands you're talking the time to conversion 224 00:13:03,630 --> 00:13:07,830 could range from six days all the way up for some brands to 225 00:13:07,830 --> 00:13:11,400 nine months. Some brands, it takes many months of sending 226 00:13:11,400 --> 00:13:15,060 messages or people being exposed until they're ready to actually 227 00:13:15,060 --> 00:13:17,880 make a purchase. And it's important for you to make sure 228 00:13:17,880 --> 00:13:21,390 that your funnel is always being filled, so that you have a 229 00:13:21,390 --> 00:13:25,770 continual run through of prospective customers coming 230 00:13:25,770 --> 00:13:29,400 through so absolutely. And the way to do that, the DIY 231 00:13:29,400 --> 00:13:33,300 approach, is, once you have a year's worth of impressions, you 232 00:13:33,300 --> 00:13:36,060 can start to see and you'll say, Well, I always buy the same 233 00:13:36,060 --> 00:13:39,480 stuff. Well, you will start to see changes in day to day 234 00:13:39,480 --> 00:13:41,850 impressions, where you'll see sometimes impressions are higher 235 00:13:41,850 --> 00:13:44,310 or lower, especially at the beginning or the end of the 236 00:13:44,310 --> 00:13:48,000 month. And then you'll start to notice, wow. You know that week 237 00:13:48,000 --> 00:13:50,160 when I had a lot more impressions, like a week and a 238 00:13:50,160 --> 00:13:53,040 half later, I got a lot more traffic to the site. Although it 239 00:13:53,040 --> 00:13:56,310 all showed up, it just came as direct. And that's typically 240 00:13:56,310 --> 00:13:59,640 what happens. People get exposed to things, and then they just go 241 00:13:59,640 --> 00:14:02,820 and they just show up and they check it out. And this is we see 242 00:14:02,820 --> 00:14:06,180 this a lot with omni channel retailers, folks that are 243 00:14:06,180 --> 00:14:09,330 selling they have their website, they're on Walmart, they're on 244 00:14:09,330 --> 00:14:12,900 target, and they're on Amazon and they're in the store. Things 245 00:14:12,900 --> 00:14:16,260 that you would think that would drive you to your regular 246 00:14:16,260 --> 00:14:19,560 website are actually driving people back to Amazon. So a 247 00:14:19,560 --> 00:14:22,440 great example of that is that ad that you were talking about. You 248 00:14:22,440 --> 00:14:24,660 keep seeing that ad because you clicked on it once. It's called 249 00:14:24,660 --> 00:14:27,450 behavioral retargeting. You click once, and they just keep 250 00:14:27,450 --> 00:14:30,960 following you around. If you're an omni channel retailer, 251 00:14:31,020 --> 00:14:33,690 somebody clicks once they come to your website, they're going 252 00:14:33,690 --> 00:14:36,270 to see an ad. And you would think, well, when they see that 253 00:14:36,270 --> 00:14:39,120 ad again, they're going to come back to my website, but that ad 254 00:14:39,120 --> 00:14:42,870 reminds them, hey, I'm gonna buy. And what we're finding is a 255 00:14:42,870 --> 00:14:45,210 percentage of people do come back to your website and buy, 256 00:14:45,390 --> 00:14:49,170 but guess what? A lot more will go to Amazon and buy it because 257 00:14:49,380 --> 00:14:52,710 they're comfortable with Amazon. They feel safe with Amazon, 258 00:14:52,920 --> 00:14:55,350 especially if you sell your product there and that. So 259 00:14:55,350 --> 00:14:57,990 that's one of the other crazy things, is that, since there's a 260 00:14:57,990 --> 00:15:01,440 lot of different places to buy today. This advertising, even 261 00:15:01,440 --> 00:15:04,140 though you're telling people buy on my website, they may actually 262 00:15:04,140 --> 00:15:08,370 go and buy elsewhere, elsewhere, which is pretty wild it is. 263 00:15:08,400 --> 00:15:10,560 Robert Plank: We always hear about the showrooming, where you 264 00:15:10,560 --> 00:15:12,990 go into, like a retail establishment and kind of, you 265 00:15:12,990 --> 00:15:15,990 know, look at a like a book at a bookstore and say, Okay, this 266 00:15:15,990 --> 00:15:19,740 looks good, but then I'll go and buy it on Amazon, because I just 267 00:15:19,980 --> 00:15:22,110 it's what I'm used to, right? It's what my habit is. I know 268 00:15:22,110 --> 00:15:24,360 it'll get shipped to me. I don't have to carry it around. Don't 269 00:15:24,360 --> 00:15:27,570 have to, like, take out my credit card and but, like, 270 00:15:27,570 --> 00:15:29,520 that's an interesting insight, that there's even, like, a 271 00:15:29,520 --> 00:15:32,490 digital showrooming, right? That someone might see that there's 272 00:15:32,490 --> 00:15:35,580 something available for purchase on your website, but they're 273 00:15:35,580 --> 00:15:38,520 like, hey, you know, I have to enter my paypal or my credit 274 00:15:38,520 --> 00:15:41,370 card, and I'm I'm not sure if I want to do those few extra 275 00:15:41,370 --> 00:15:44,190 clicks. And I'm also like, I guess I trust this site, like 276 00:15:44,190 --> 00:15:48,810 90% but not 100% Amazon. I know there's that, that kind of 277 00:15:48,810 --> 00:15:52,350 middleman layer, right? I know, like, my my payment details 278 00:15:52,350 --> 00:15:55,200 aren't exactly being passed through it. It just goes through 279 00:15:55,200 --> 00:15:59,160 Amazon. There's that element of like, it'll might come in the 280 00:15:59,160 --> 00:16:02,490 box with this week's deliveries. I know I can refund it. Like, 281 00:16:02,490 --> 00:16:05,610 there's more to slightly more trust with Amazon. So that's a 282 00:16:05,610 --> 00:16:08,190 great insight, that someone might be like, taking these many 283 00:16:08,190 --> 00:16:12,450 paths, including going to our website by getting, getting that 284 00:16:12,480 --> 00:16:16,680 E commerce product over there on Amazon instead. And so, so, 285 00:16:16,710 --> 00:16:18,630 like, there's all these different like channels where 286 00:16:18,630 --> 00:16:21,510 someone might bounce around and find us in different places. And 287 00:16:21,510 --> 00:16:24,600 you said that provolytics Is this tool that kind of helps us 288 00:16:24,720 --> 00:16:27,360 make sense of this, right, and helps us figure out omni 289 00:16:27,360 --> 00:16:29,910 channel. And so how does it do that? What's this tool all 290 00:16:29,910 --> 00:16:30,300 about? 291 00:16:31,110 --> 00:16:34,200 Jeff Greenfield: Well, it's about looking at all your 292 00:16:34,200 --> 00:16:37,710 aggregated data. So essentially, we do the same thing of what's 293 00:16:37,710 --> 00:16:41,460 happening in the market. We've panned back the camera so that 294 00:16:41,460 --> 00:16:45,840 you can actually see the forest for the trees. So in the case of 295 00:16:45,840 --> 00:16:49,140 that example of an omni channel retailer, for these larger 296 00:16:49,140 --> 00:16:52,470 retailers, they have a team that buys ads for the website. They 297 00:16:52,470 --> 00:16:55,440 have a team that buys for Walmart and buys for Amazon. And 298 00:16:55,440 --> 00:16:59,040 up top, you've got the person, the VP of marketing, or the CMO, 299 00:16:59,040 --> 00:17:02,760 the one in charge of the actual brand, and these teams all have 300 00:17:02,760 --> 00:17:06,270 separate budgets, but nobody is talking to anyone else. So 301 00:17:06,270 --> 00:17:11,520 imagine you're the team on Amazon, and you've got good ROI. 302 00:17:11,640 --> 00:17:13,920 But wouldn't it be interesting to know that the ads you're 303 00:17:13,920 --> 00:17:18,120 buying on Amazon, in this case, are actually people see the ad 304 00:17:18,120 --> 00:17:22,200 on Amazon, they click on it, and some people will say, Huh, I 305 00:17:22,200 --> 00:17:25,050 wonder if they have their own website. So sometimes your ads 306 00:17:25,050 --> 00:17:28,200 on Amazon are actually driving people back because of that omni 307 00:17:28,200 --> 00:17:32,250 channel nature. So we're able to be able to look at how all of 308 00:17:32,250 --> 00:17:35,760 these different channels interact with each other, and 309 00:17:35,760 --> 00:17:39,330 the halo overlap that you get with each one of them, which 310 00:17:39,360 --> 00:17:45,030 actually provides a CMO, a pure, holistic picture of what's going 311 00:17:45,030 --> 00:17:48,060 on, because the larger the brand, you end up with more 312 00:17:48,060 --> 00:17:52,290 silos. And so what we use is that, since we're living in this 313 00:17:52,320 --> 00:17:56,880 kind of new world where we're really Back To The Future of how 314 00:17:56,880 --> 00:18:00,930 things used to be, before digital, we're using very 315 00:18:00,930 --> 00:18:05,010 sophisticated math and statistics with some AI and 316 00:18:05,010 --> 00:18:09,210 machine learning to be able to get to that big picture. And but 317 00:18:09,210 --> 00:18:12,000 it's not just a big picture. Because if I'm a digital 318 00:18:12,000 --> 00:18:16,650 marketer telling me that I have 3% more budget, I'm happy with 319 00:18:16,650 --> 00:18:21,600 that, but I live in a world of campaign, AD, group creative, 320 00:18:22,050 --> 00:18:26,250 which combination should I spend that 3% on? Which is the best 321 00:18:26,250 --> 00:18:29,520 combination? Help me out there. I'll take the extra budget, but 322 00:18:29,520 --> 00:18:32,040 if you've got some more insight. And so our platform is able to 323 00:18:32,040 --> 00:18:35,820 go down to a very granular level, just like the multi touch 324 00:18:35,820 --> 00:18:39,810 attribution tools of the past, which relied upon user level 325 00:18:39,810 --> 00:18:44,580 data, we're able to with aggregated non PII data so it 326 00:18:44,580 --> 00:18:48,570 doesn't violate any privacy. And utilizing AI, we're actually 327 00:18:48,570 --> 00:18:52,410 able to get down to that very granular level. And the coolest 328 00:18:52,410 --> 00:18:55,350 thing as well is we don't have to put any tags on the side or 329 00:18:55,350 --> 00:18:59,070 collect any data. And for our clients who get started with us, 330 00:18:59,280 --> 00:19:01,680 we're not just looking forward right away. For our clients, 331 00:19:01,680 --> 00:19:04,890 we're able to go back a full year. So imagine being able to 332 00:19:04,890 --> 00:19:09,090 go backwards and get insight for what you're going to do next 333 00:19:09,090 --> 00:19:12,300 month based upon what you did last year this time. I mean, 334 00:19:12,300 --> 00:19:15,630 that's that's really cool. So it gives marketers a completely 335 00:19:15,630 --> 00:19:20,220 different perspective. So we're using old tools of the past, but 336 00:19:20,220 --> 00:19:24,120 utilizing the super fast computers of today with machine 337 00:19:24,120 --> 00:19:27,060 learning and AI to be able to get to an answer that we weren't 338 00:19:27,060 --> 00:19:29,820 able to get to before, which is really awesome. 339 00:19:30,510 --> 00:19:32,760 Robert Plank: It's almost magic. The things that we're able to 340 00:19:32,760 --> 00:19:36,090 accomplish with all this data and all this computation, and 341 00:19:36,300 --> 00:19:39,000 I'm always, still, I'm always trying to get my head wrapped 342 00:19:39,000 --> 00:19:42,330 around this idea of AI, especially llms, this idea of, 343 00:19:42,330 --> 00:19:46,560 like, predictive text, right? They they piled in so much data, 344 00:19:46,620 --> 00:19:49,890 and they've computed it so much that when you say, hey, write me 345 00:19:49,890 --> 00:19:52,890 this, it just the probability of what's there moving forward. And 346 00:19:52,890 --> 00:19:55,830 that's great for language, but also it's great for data. And 347 00:19:55,920 --> 00:19:59,520 you I'm hearing more and more like, you know, you appear on 348 00:19:59,520 --> 00:20:02,880 podcast. Us. I have lots of podcasters, this idea of just 349 00:20:03,030 --> 00:20:06,720 dumping your data into AI to get some insights, and it makes me 350 00:20:06,720 --> 00:20:08,430 think all these different things, like, hey, you know, I 351 00:20:08,430 --> 00:20:12,750 should dump my website traffic numbers. I should dump my my CRM 352 00:20:12,750 --> 00:20:15,420 autoresponder, click through rates, and just kind of get an 353 00:20:15,420 --> 00:20:18,210 opinion right, see what kind of amazing things it says about 354 00:20:18,210 --> 00:20:22,800 well, this, when you did more of this, this number increased, or 355 00:20:22,800 --> 00:20:25,530 this increased on its own just because it was this time of 356 00:20:25,530 --> 00:20:29,580 year. I mean, it's all just so amazing and mind blowing, but 357 00:20:29,580 --> 00:20:32,760 also kind of overwhelming too to think about. Just like, give the 358 00:20:32,760 --> 00:20:36,570 AI all this data and have it give you the big picture, but 359 00:20:36,570 --> 00:20:40,110 also give you some of these tiny insights about what's working or 360 00:20:40,110 --> 00:20:43,650 it's not working, and so to help me, like, be a little bit less 361 00:20:43,650 --> 00:20:46,980 overwhelmed. Do you have a fun story about someone that had one 362 00:20:46,980 --> 00:20:49,830 of these kind of breakthroughs with Pro Analytics? Did they 363 00:20:49,980 --> 00:20:54,690 like, use your tool, put it all together, put in the AI, the AI 364 00:20:54,690 --> 00:20:58,380 said, do this? Change this? They did, and it had some really cool 365 00:20:58,380 --> 00:21:01,260 result. Any fun kind of success story like that come to mind 366 00:21:01,470 --> 00:21:03,960 Jeff Greenfield: Absolutely. But I just want to add in one thing, 367 00:21:03,960 --> 00:21:07,710 I always caution people about dumping their data into AI. I 368 00:21:07,710 --> 00:21:11,730 would never recommend folks do that, especially if you've got 369 00:21:11,730 --> 00:21:15,420 private data about your company and about how much you're 370 00:21:15,420 --> 00:21:19,110 spending and about your sales numbers, especially for publicly 371 00:21:19,110 --> 00:21:23,580 traded companies, what we do with AI AT Pro Analytics is that 372 00:21:23,580 --> 00:21:28,170 we trained in AI to be able to do stuff that humans would 373 00:21:28,170 --> 00:21:32,850 normally do. We run a very sophisticated process that 374 00:21:32,850 --> 00:21:36,510 involves a series of steps that normally a human being, as each 375 00:21:36,510 --> 00:21:40,050 step is completed, would have to step in, do an analysis and then 376 00:21:40,050 --> 00:21:44,400 decide what to do for the next step. So we trained an AI to 377 00:21:44,400 --> 00:21:48,390 actually do that for us. But it's Sep. It's not separate. We 378 00:21:48,390 --> 00:21:51,090 don't dump the data in there. But what I will tell you is, 379 00:21:51,420 --> 00:21:54,210 with Pro Analytics, what it enables marketers to do. And 380 00:21:54,210 --> 00:21:57,120 I've got so many different stories that I can tell you, but 381 00:21:57,150 --> 00:22:01,650 typically, I'll give you kind of a broad picture of what ends up 382 00:22:01,650 --> 00:22:05,700 happening. Most marketers today are data driven. They follow the 383 00:22:05,700 --> 00:22:09,630 numbers, and the numbers that they're following that are 384 00:22:09,630 --> 00:22:13,890 telling them to spend more money in things like paid search, 385 00:22:14,070 --> 00:22:17,250 because they're using Google Analytics, and so they're 386 00:22:17,250 --> 00:22:20,400 investing more and more dollars in paid search, and most 387 00:22:20,400 --> 00:22:23,940 marketers are experiencing these plateaus where they keep 388 00:22:23,940 --> 00:22:26,970 spending more money, but it doesn't seem like you're getting 389 00:22:26,970 --> 00:22:29,670 the same lift. And what that means is you've reached this 390 00:22:29,670 --> 00:22:32,310 point of marginal return. You can keep spending more money, 391 00:22:32,670 --> 00:22:35,490 Google and others will take your dollars, but you're not going to 392 00:22:35,490 --> 00:22:38,430 get any more of a lift. And so what ends up happening is, is 393 00:22:38,430 --> 00:22:41,700 that our data comes along and it shows a marketer, hey, you're 394 00:22:41,700 --> 00:22:46,050 way over invested in paid search by like, several $100,000 a 395 00:22:46,050 --> 00:22:49,890 month and and it's a big disbelief moment for marketers. 396 00:22:49,890 --> 00:22:52,950 Marketers are like, Are you kidding me that? No, this is 397 00:22:52,950 --> 00:22:55,650 right. I'm following the tea leaves. This is telling me what 398 00:22:55,650 --> 00:22:59,670 to do. And then we'll point out something like how meta is a 399 00:22:59,670 --> 00:23:03,120 huge over a performer, and they're like, no, no, it's never 400 00:23:03,120 --> 00:23:07,140 performed before properly. And so our platform is able to show 401 00:23:07,140 --> 00:23:11,460 them by taking dollars away, and it's a multi step process. First 402 00:23:11,460 --> 00:23:14,670 off, take dollars away from stuff that's not working, and 403 00:23:14,730 --> 00:23:17,370 folks are terrified to do that. They're afraid that when we do 404 00:23:17,370 --> 00:23:21,360 that, that conversions are going to tank. And we take a small 405 00:23:21,360 --> 00:23:24,510 amount away, we don't even redeploy it. We just change one 406 00:23:24,510 --> 00:23:27,480 thing. That's the key to learning for folks, is just 407 00:23:27,480 --> 00:23:31,800 change one thing. So you cut spend, and you sit back and you 408 00:23:31,800 --> 00:23:34,740 do nothing for about a month, and at the end of the month, you 409 00:23:34,740 --> 00:23:39,210 realize sales don't go down, conversions didn't drop. So you 410 00:23:39,210 --> 00:23:42,780 cut it again in the second month, still nothing changes. 411 00:23:43,050 --> 00:23:47,940 And then that starts to challenge that maybe the numbers 412 00:23:47,940 --> 00:23:52,230 we were following in the past aren't exactly correct. So now 413 00:23:52,230 --> 00:23:54,120 I've got this extra bucket of money. What am I going to do 414 00:23:54,120 --> 00:23:57,300 with it? We put it into whatever the platform tells us. In this 415 00:23:57,510 --> 00:24:02,220 example, it happens to be meta. Meta tends to be more of a mid 416 00:24:02,220 --> 00:24:05,040 to upper funnel channel, depending upon the brand. And 417 00:24:05,040 --> 00:24:07,170 what does that do? All of a sudden, you're spending the same 418 00:24:07,170 --> 00:24:10,830 money, and you have more conversions, more profit, more 419 00:24:10,830 --> 00:24:16,950 revenue. It's just as all we are is a simply a really fine tuned 420 00:24:16,950 --> 00:24:22,110 GPS that points you in the right direction and right now, most 421 00:24:22,110 --> 00:24:26,190 folks are utilizing GA four, which points you towards the 422 00:24:26,190 --> 00:24:29,340 bottom of the funnel. Ours just happens to be pointed towards 423 00:24:29,340 --> 00:24:33,810 the top, which is going to provide you a better reach and 424 00:24:33,810 --> 00:24:36,570 more people coming through, and that's going to lead to more 425 00:24:36,570 --> 00:24:38,820 profit and more revenue time and time again. 426 00:24:39,690 --> 00:24:42,390 Robert Plank: Very cool. So we need to be changing our 427 00:24:42,390 --> 00:24:44,880 thinking, right? We need to be looking at the bigger picture. 428 00:24:44,880 --> 00:24:48,480 And instead of just being focused on the Google Analytics 429 00:24:48,480 --> 00:24:52,590 or just on this Facebook meta ads, look at all the data from 430 00:24:52,590 --> 00:24:55,590 all the channels, because it might tell us something that's 431 00:24:55,800 --> 00:24:58,770 counterintuitive in the present, but makes sense looking back 432 00:24:58,770 --> 00:25:01,980 later on, that perhaps the. The budget, the ads are being kind 433 00:25:01,980 --> 00:25:05,130 of distributed incorrectly. Maybe we need to take some down 434 00:25:05,130 --> 00:25:09,600 here and put some up over there and just make a better use of 435 00:25:09,600 --> 00:25:12,900 our resources. And so this sounds like an amazing tool, 436 00:25:12,900 --> 00:25:16,080 kind of putting all our channels together and getting these kinds 437 00:25:16,080 --> 00:25:18,210 of insights into the last few minutes. Want to make sure that 438 00:25:18,210 --> 00:25:21,630 we kind of cover the basis with Pro Analytics. Like, is there 439 00:25:21,630 --> 00:25:24,330 anything that we're leaving out as far as, like, the features or 440 00:25:24,330 --> 00:25:26,430 the benefits of someone using this tool? 441 00:25:27,120 --> 00:25:28,830 Jeff Greenfield: I think one of the biggest features that 442 00:25:28,830 --> 00:25:32,070 marketers really love about it is this concept of time to 443 00:25:32,070 --> 00:25:35,850 conversion, which we've talked about a lot. And what 444 00:25:35,850 --> 00:25:39,300 provolytics does is that it starts at that granular level 445 00:25:39,300 --> 00:25:43,470 and actually is able to statistically determine how long 446 00:25:43,500 --> 00:25:48,030 each one of your campaign ad group creatives is actually 447 00:25:48,030 --> 00:25:54,000 taking to deliver either new customers, sales, profit, 448 00:25:54,000 --> 00:25:57,240 whatever the different KPIs are. So you're actually able to drill 449 00:25:57,240 --> 00:26:01,200 down and see how long things are taking to actually work. Where 450 00:26:01,200 --> 00:26:05,850 that is beneficial is if it's two weeks for the end of the 451 00:26:05,850 --> 00:26:09,600 quarter, and all of a sudden, you've got extra budget and you 452 00:26:09,600 --> 00:26:13,140 want to make an impact this quarter, you want to be spending 453 00:26:13,140 --> 00:26:16,500 dollars in campaigns that are actually delivering results in 454 00:26:16,500 --> 00:26:19,440 less than two weeks. Because if you spend dollars, let's say on 455 00:26:19,440 --> 00:26:23,250 TV, and TV is taking 45 days to have an impact. Well, you spent 456 00:26:23,250 --> 00:26:26,010 the money, but you're not going to see it this quarter. You'll 457 00:26:26,010 --> 00:26:29,610 see it next quarter. So it really helps you on the ground 458 00:26:29,610 --> 00:26:32,100 in terms of making decisions. The other thing is, the 459 00:26:32,100 --> 00:26:35,520 recommendations that it provides in terms of forecasting, in 460 00:26:35,520 --> 00:26:39,420 terms of looking ahead as to where you should spend your next 461 00:26:39,420 --> 00:26:43,620 dollar, are just at the channel level. They're at that campaign, 462 00:26:43,620 --> 00:26:46,590 AD, group, creative level. And so the folks that are actually 463 00:26:46,590 --> 00:26:50,220 turning the dials, this will be actionable for them, and that's 464 00:26:50,220 --> 00:26:53,700 really important is that this is not just a dashboard for you to 465 00:26:53,700 --> 00:26:57,900 pull reports on a PowerPoint that you can use with your boss. 466 00:26:57,900 --> 00:27:01,260 This is actually going to help you make actionable decisions, 467 00:27:01,500 --> 00:27:04,560 day in and day out. And that's that's hugely important. The 468 00:27:04,560 --> 00:27:07,590 other thing I'll add is that, and we kind of talked about this 469 00:27:07,590 --> 00:27:10,440 with all of the cookie changes, all of the changes in the 470 00:27:10,440 --> 00:27:14,220 industry, it's important for folks to understand that we're 471 00:27:14,220 --> 00:27:16,920 not done with the changes. And it's one thing about the 472 00:27:16,920 --> 00:27:20,130 advertising world. If it's six months without a change, you 473 00:27:20,130 --> 00:27:22,710 better get ready. Something big is going to change, a new 474 00:27:22,710 --> 00:27:25,110 channel is going to come about. Something's going to stop 475 00:27:25,110 --> 00:27:27,810 working. It's just the way it is. The only way to prepare for 476 00:27:27,810 --> 00:27:32,070 these changes is to have a solid foundation. We put together an 477 00:27:32,070 --> 00:27:35,550 attribution certification course that's available on our website. 478 00:27:35,850 --> 00:27:39,480 There's no cost. It's about an hour to an hour and a half to go 479 00:27:39,480 --> 00:27:42,480 through the course. You take a quiz afterwards, and you get a 480 00:27:42,480 --> 00:27:46,440 great certificate to put on LinkedIn. It handles the past 481 00:27:46,500 --> 00:27:50,700 the present and gives you a look into the future of what's coming 482 00:27:50,700 --> 00:27:54,660 in advertising. It's going to fix your broken Foundation, and 483 00:27:54,660 --> 00:27:57,180 it will help you kind of see around corners for what's coming 484 00:27:57,180 --> 00:27:57,690 next. 485 00:27:58,590 --> 00:28:01,080 Robert Plank: That sounds like an amazing resource, a course we 486 00:28:01,080 --> 00:28:03,480 can take and a quiz at the end, and something we can place on 487 00:28:03,480 --> 00:28:06,600 LinkedIn, so that way we can show off. And that's a great way 488 00:28:06,600 --> 00:28:11,730 to test our skills. But also for like, the whole like the like 489 00:28:11,730 --> 00:28:14,910 lead qualification, right? It qualifies you to them and them 490 00:28:14,910 --> 00:28:17,730 to you. That's a really cool addition that you've had in 491 00:28:17,730 --> 00:28:20,040 there. And just in general marketing terms, what I'm 492 00:28:20,040 --> 00:28:23,610 getting from what you just said, there is how important it is for 493 00:28:23,610 --> 00:28:26,220 us to know our actionable numbers. And it seems like you 494 00:28:26,220 --> 00:28:29,040 know, you have a conversation with some other business owner. 495 00:28:29,130 --> 00:28:32,610 I mean, I've been on coaching calls myself where, like, I went 496 00:28:32,610 --> 00:28:34,890 to someone for help, and the guy is like, Hey, what's this 497 00:28:34,890 --> 00:28:37,500 number? What's that number? And I'm just like, I'm sorry, I 498 00:28:37,500 --> 00:28:39,930 don't know the number. I need to go back and do that before I can 499 00:28:39,930 --> 00:28:44,220 get the help, including that. Now that we can query the data, 500 00:28:44,220 --> 00:28:46,410 we can figure out these metrics, right? Like that, really 501 00:28:46,410 --> 00:28:48,990 interesting when you mentioned there of like, what's the sales 502 00:28:48,990 --> 00:28:51,990 cycle time, right? What's the turnaround time which? Man, I 503 00:28:51,990 --> 00:28:56,310 mean, like, even just knowing to know that number is helpful, 504 00:28:56,310 --> 00:28:59,910 right? Because that way we know, like, if we turn the ads on, how 505 00:28:59,910 --> 00:29:02,640 long do we have to wait? We turn the ads off? We adjusted 506 00:29:02,640 --> 00:29:07,050 something well. Now we can not work against ourselves, because 507 00:29:07,170 --> 00:29:10,170 we've all been there right, dealing with the sales cycle and 508 00:29:10,170 --> 00:29:13,470 the lag time. We started doing something, and we said, Oh, it 509 00:29:13,470 --> 00:29:16,050 didn't work. We stopped doing it, but then the lag caught up, 510 00:29:16,050 --> 00:29:18,960 and then then the sales came in. And we said, but when I stopped 511 00:29:18,960 --> 00:29:21,990 working, I made sales well, because there's the lag time. So 512 00:29:21,990 --> 00:29:24,930 it's just cool to know that we need to be checking on some of 513 00:29:24,930 --> 00:29:27,870 these metrics, and because we now have the data, we have the 514 00:29:27,870 --> 00:29:31,500 tools such as Pro Analytics, then we can make these kind of 515 00:29:31,500 --> 00:29:35,760 actionable decisions and work smarter instead of harder, and 516 00:29:35,760 --> 00:29:39,660 kind of accomplish more. And so how does somebody know if their 517 00:29:39,660 --> 00:29:43,680 company is the right size, right fit, right industry to use Pro 518 00:29:43,680 --> 00:29:47,850 Analytics if you're spending, if your annual budget is ten 519 00:29:47,850 --> 00:29:54,090 million or more per year, and you're in three to or more 520 00:29:54,090 --> 00:29:58,650 channels, then to get to the answers that you need to get to 521 00:29:58,650 --> 00:30:01,800 you need, you need a. Tool like Pro Analytics. If you're 522 00:30:01,800 --> 00:30:04,920 spending ten million or more per year and you're all on meta, 523 00:30:05,130 --> 00:30:08,190 you're not anywhere else, which I wouldn't suggest, but let's 524 00:30:08,190 --> 00:30:11,160 just say you are, then you're all set. You don't need us, 525 00:30:11,160 --> 00:30:14,370 because all of the intelligence, all of the data, is going to be 526 00:30:14,370 --> 00:30:17,910 right there in meta. But the reality is, consumers today are 527 00:30:17,910 --> 00:30:21,210 on the channel. They may find out about you on meta, but 528 00:30:21,210 --> 00:30:24,000 they're gonna go search for you on Google, and they may go look 529 00:30:24,510 --> 00:30:26,670 when they walk in Walmart to see if you're there, if you're that 530 00:30:26,670 --> 00:30:30,720 type of product or service. So you need, once you get to be 531 00:30:30,720 --> 00:30:33,300 that level, you need to have this this level of 532 00:30:33,300 --> 00:30:36,180 sophistication in order to figure out what's working and 533 00:30:36,180 --> 00:30:40,260 what's not working. Well, all right, then so 10 million or 534 00:30:40,260 --> 00:30:43,710 more, and then three or more channels, and we've all done it 535 00:30:43,710 --> 00:30:46,110 right? We've all bounced around to these different platforms, 536 00:30:46,110 --> 00:30:51,420 including over on Amazon, back to the website, to meta, to some 537 00:30:51,420 --> 00:30:54,720 other social network. And so if you're running these ads, you're 538 00:30:54,720 --> 00:30:57,030 definitely leaving money on the table because you're not 539 00:30:57,030 --> 00:31:00,570 tracking the person and the journey they're taking on all 540 00:31:00,570 --> 00:31:04,140 these different platforms, including the awareness that 541 00:31:04,140 --> 00:31:07,230 happens from all those ad impressions. And so we need to 542 00:31:07,230 --> 00:31:10,410 look at things differently and have the more holistic view, 543 00:31:10,410 --> 00:31:14,520 which, as you said here, Jeff, it's it would require a person 544 00:31:14,610 --> 00:31:18,120 doing lots and lots of laborious work and making like going 545 00:31:18,120 --> 00:31:20,820 through the decision tree, but now that we have these amazing 546 00:31:20,850 --> 00:31:24,480 AI tools that can almost work like magic, then we can make 547 00:31:24,480 --> 00:31:27,960 better use of our data, and we can do that by going to 548 00:31:28,020 --> 00:31:34,290 provolytics.com that's P, R, O, V, a, l, y, t, I, C, s.com, so 549 00:31:34,290 --> 00:31:38,070 that way you can overcome all these problems that are in front 550 00:31:38,070 --> 00:31:42,630 of us Right losing iOS, the walled gardens making sense of a 551 00:31:42,630 --> 00:31:46,860 CTV, etc. And so when someone goes to provolytics.com here, 552 00:31:46,890 --> 00:31:49,560 Jeff, where would you like them to go? Would you like them to 553 00:31:49,650 --> 00:31:53,880 watch a demo or join your list? What would the action be to do 554 00:31:53,880 --> 00:31:55,920 when they get to Pro Analytics? Well, 555 00:31:55,920 --> 00:31:57,480 Jeff Greenfield: if they're interested in the platform, they 556 00:31:57,480 --> 00:32:00,210 can actually go and there's a live demo we do those on a 557 00:32:00,210 --> 00:32:03,390 regular basis, or an on demand demo for them to sit through 558 00:32:03,390 --> 00:32:07,020 it's about 20 minutes or so. Or they can download our 559 00:32:07,050 --> 00:32:11,130 attribution playbook that gives them an up to date in terms of 560 00:32:11,220 --> 00:32:14,400 how we see the marketplace. Or they can if they want to get 561 00:32:14,400 --> 00:32:18,030 certified, they can take that attribution certification course 562 00:32:18,030 --> 00:32:19,680 that we discussed. All 563 00:32:19,680 --> 00:32:23,430 Robert Plank: right, so either demo or playbook or 564 00:32:23,430 --> 00:32:26,850 certification, whatever makes sense to you, where you're at, 565 00:32:26,880 --> 00:32:29,880 where your company is, where you're stuck. We've all been 566 00:32:29,880 --> 00:32:34,620 through that journey of we think in a certain way and we act in a 567 00:32:34,620 --> 00:32:38,520 certain way, and that gets us to this bump in the road, that gets 568 00:32:38,520 --> 00:32:41,070 us to this milestone, and then you have to think differently. 569 00:32:41,070 --> 00:32:43,680 Then you have to pivot. And so if you've been stuck with your 570 00:32:43,680 --> 00:32:46,920 ads, and especially with the omni channel, you need help with 571 00:32:46,920 --> 00:32:50,400 some AI driven attribution. Sometimes you need to even get 572 00:32:50,400 --> 00:32:52,650 your head around it, like, right? Like, even I feel like 573 00:32:52,650 --> 00:32:55,140 I'm only finally getting it here, Jeff at the end of our 574 00:32:55,140 --> 00:32:58,470 second podcast together, because you're on some other podcasts 575 00:32:58,470 --> 00:33:01,380 that I hosted. But now I'm like, Okay, now I get what Pro 576 00:33:01,380 --> 00:33:06,450 Analytics is. And so if you need kind of that extra, extra 577 00:33:06,450 --> 00:33:09,720 education in order to properly use the tool, introduce it to 578 00:33:09,720 --> 00:33:13,470 your company. Sell it to the upper management, whatever. Go 579 00:33:13,470 --> 00:33:17,940 to provolytics.com and watch the demo. Check out the playbook. 580 00:33:18,000 --> 00:33:21,120 Take that certification course. You use the tool. You'll love 581 00:33:21,120 --> 00:33:24,570 it, and you'll have a lot of extra fun and benefits and 582 00:33:24,570 --> 00:33:27,600 success with it. And so as we're wrapping up our conversation 583 00:33:27,600 --> 00:33:30,930 here, Jeff, it's time to put you on the spot just a slight bit. I 584 00:33:30,930 --> 00:33:35,010 like to ask my guest about a fun quote or lesson that has helped 585 00:33:35,010 --> 00:33:38,130 them either in their business journey or their personal 586 00:33:38,130 --> 00:33:41,730 transformation, that they can then pass on to us. So does a 587 00:33:41,730 --> 00:33:45,780 fun, interesting, helpful quote or lesson come to mind for you 588 00:33:45,780 --> 00:33:47,250 that you can pass on to us? 589 00:33:47,630 --> 00:33:51,140 Jeff Greenfield: You know, I'd say my, my, my lessons are going 590 00:33:51,140 --> 00:33:56,150 to be very basic and boring, but I'll give it to you. The first 591 00:33:56,150 --> 00:34:00,110 is sleep. You gotta you gotta sleep at least eight hours a 592 00:34:00,110 --> 00:34:03,470 night, otherwise things are not going to work. That's that's 593 00:34:03,470 --> 00:34:07,520 number one. Number two, you got to get up and move your body. 594 00:34:07,580 --> 00:34:10,310 You can go and exercise, but you got to get up and move. 595 00:34:10,700 --> 00:34:14,360 Especially as more and more folks are working from home, I'm 596 00:34:14,360 --> 00:34:17,420 finding that a lot of people are sometimes sitting all day long. 597 00:34:17,570 --> 00:34:19,700 Sometimes folks aren't even leaving their house for a couple 598 00:34:19,700 --> 00:34:21,680 of days, because they have everything they need, but you 599 00:34:21,680 --> 00:34:24,350 need to get up at least three times a day and leave your 600 00:34:24,350 --> 00:34:26,990 house, you know, because that's what it would be like if you 601 00:34:26,990 --> 00:34:31,160 were working elsewhere. And fuel. Fuel is the most important 602 00:34:31,160 --> 00:34:33,770 thing. You got to make sure that what you're putting into your 603 00:34:33,770 --> 00:34:38,180 body is healthy for you, because things aren't going to work 604 00:34:38,180 --> 00:34:41,330 right if you're if you're not getting up and moving, if you're 605 00:34:41,330 --> 00:34:43,610 not getting the proper fuel and you're not getting the right 606 00:34:43,610 --> 00:34:45,830 sleep, you're not going to be any good for anyone at all, 607 00:34:46,070 --> 00:34:49,970 especially yourself or your company. So those, those are my 608 00:34:49,970 --> 00:34:53,270 basic, very boring tips that have made a huge difference in 609 00:34:53,270 --> 00:34:56,660 my life. But if you're the most important thing is for you to 610 00:34:56,660 --> 00:34:59,720 take care of the body that you have, because then you'll be 611 00:34:59,720 --> 00:35:01,880 able to. Help others in whatever you do every day, 612 00:35:02,690 --> 00:35:05,690 Robert Plank: 100% self care is what it's all about. And it's 613 00:35:05,720 --> 00:35:09,350 easy lesson to forget. And sometimes our minds play tricks 614 00:35:09,350 --> 00:35:11,840 on us, don't they? We working for 12 hours and we say, I've 615 00:35:11,840 --> 00:35:14,930 done so much, and it's like, did you really get as much done as 616 00:35:14,930 --> 00:35:17,990 if maybe you worked for an hour and took a walk and then came 617 00:35:17,990 --> 00:35:21,830 back and did a little bit more, like you might have done more in 618 00:35:21,830 --> 00:35:24,440 less time, and I can definitely relate to that, like, even, like 619 00:35:24,440 --> 00:35:27,110 this office, sometimes I'm like, Hey, I forgot to turn the lights 620 00:35:27,110 --> 00:35:29,930 on. I've been kind of sitting here in the dark. It's a 621 00:35:30,020 --> 00:35:33,170 important reminder to take care of yourself, because there's 622 00:35:33,170 --> 00:35:36,410 only one of you, and you're only, you know, one body. You 623 00:35:36,410 --> 00:35:41,000 need to take care of it, and so, you know, hydrate, eat, well, 624 00:35:41,030 --> 00:35:44,990 sleep, well, move your body. It's human being. 101, but so 625 00:35:44,990 --> 00:35:48,710 many of us still forget those foundational fundamentals. So as 626 00:35:48,710 --> 00:35:51,680 we're taking care of our body and thinking about our business 627 00:35:51,740 --> 00:35:54,530 and helping others and doing what we need to do, go to 628 00:35:54,590 --> 00:35:59,330 provolytics.com which is an AI driven attribution and planning 629 00:35:59,330 --> 00:36:03,350 tool for a privacy first world. This way you can prove that your 630 00:36:03,350 --> 00:36:06,830 marketing works and think outside the box. Have this 631 00:36:06,860 --> 00:36:10,010 excellent tool at your disposal, provolytics. Jeff Greenfield, 632 00:36:10,040 --> 00:36:11,120 glad to be speaking with you. 633 00:36:11,640 --> 00:36:13,320 Jeff Greenfield: Robert, it's a pleasure to be back here again. 634 00:36:13,320 --> 00:36:14,220 Thank you so much. 635 00:36:17,220 --> 00:36:19,260 Robert Plank: Thank you for tuning in to the marketer of the 636 00:36:19,260 --> 00:36:24,680 day podcast. Marketer of the day is managed by dfy podcast. Claim 637 00:36:24,680 --> 00:36:30,620 your 12 podcast boosters at dfy podcast.com/free you.