Counting Clicks
Download MP3In this episode, Tiffany-Ann Bottcher sits down with advertising analytics expert Jeff Greenfield to discuss the evolving world of digital marketing. Jeff, founder of Provalytics, brings decades of experience in analytics and shares insights on why impressions might matter more than clicks and how understanding incrementality can lead to smarter ad spending. If you're a business owner looking to make every advertising dollar count, this episode is packed with practical advice for you.
Episode Summary
This episode explores essential digital marketing strategies for business owners, from the importance of impressions and incremental value to the common pitfalls of focusing solely on click-throughs. Jeff explains why many businesses misunderstand ad performance and provides a roadmap to optimize your advertising investments.
Key Insights
- Focus on Impressions: Jeff explains why tracking impressions (eyeballs) is crucial for measuring the effectiveness of ads and growing brand awareness.
- Understanding Incrementality: Learn how to identify which ads bring in truly new customers versus those that capture leads you might have acquired anyway.
- Data-Driven Budgeting: Discover how setting up a simple Google Sheet can help you track delayed conversions and avoid cutting campaigns prematurely.
- The Red Bull Example: See how branding-focused companies like Red Bull succeed by creating emotional connections with audiences without focusing on direct clicks.
- Future of Digital Advertising: Jeff shares insights on emerging digital trends, including the growth of connected TV (CTV) and privacy-driven shifts that impact advertising.
Self-Discovery Tips for Business Owners
- Track Impressions: Jeff advises adding an "Impressions" column to your ad reports for a clearer picture of ad reach.
- Delay Conversions: Track conversion timeframes to understand which ads impact long-term sales.
- Educate Yourself: Invest in courses or certifications to understand today’s rapidly changing ad landscape. Jeff offers a free attribution certification on his site to help business owners stay informed.
About the Host
Tiffany-Ann Bottcher, a seasoned business strategist, podcast host, and agency founder, combines a passion for data-driven decisions with a genuine focus on helping entrepreneurs grow their businesses. Her approach to digital business blends strategy and connection, making her a valuable resource for today's leaders.
About the Guest
Jeff Greenfield is a recognized leader in advertising analytics and the founder of Provalytics, a company that focuses on actionable marketing insights for brands. With expertise across traditional and digital media, Jeff’s data-driven approach helps businesses optimize their ad spend and maximize returns.
Final Takeaway
Success in digital advertising isn’t just about the clicks – it’s about building brand awareness, reaching the right audience, and using data to drive decisions. Tune in as Jeff Greenfield shares valuable guidance on maximizing your ad budget and achieving real results.
Time Stamps
0:13 - Introduction to the Podcast and Topic Overview
0:24 - Welcoming Jeff Greenfield, Analytics Expert
1:12 - Jeff’s Journey into Analytics and Marketing
2:58 - Defining Incrementality and Why It Matters
5:00 - Impressions vs. Clicks: What’s More Valuable?
7:35 - Common Mistakes in Digital Advertising
9:40 - Red Bull's Brand-First Marketing Strategy
12:15 - Budgeting for Effective Advertising
15:28 - How Privacy Changes Impact Advertising
18:03 - Steps to Improve Ad Tracking and Measurement
22:58 - Simple Actions Business Owners Can Take
25:30 - Why Continuous Education Matters in Advertising
29:30 - Conclusion and Call to Action
0:24 - Welcoming Jeff Greenfield, Analytics Expert
1:12 - Jeff’s Journey into Analytics and Marketing
2:58 - Defining Incrementality and Why It Matters
5:00 - Impressions vs. Clicks: What’s More Valuable?
7:35 - Common Mistakes in Digital Advertising
9:40 - Red Bull's Brand-First Marketing Strategy
12:15 - Budgeting for Effective Advertising
15:28 - How Privacy Changes Impact Advertising
18:03 - Steps to Improve Ad Tracking and Measurement
22:58 - Simple Actions Business Owners Can Take
25:30 - Why Continuous Education Matters in Advertising
29:30 - Conclusion and Call to Action
Creators and Guests
Host
Tiffany-Ann Bottcher
Entrepreneur | Founder, Bottcher Group | Host, Service Based Business Society Podcast | Author, Data Driven Method | Helping you scale your success!
Guest
Jeff Greenfield
Marketing & Measurement Leader | CEO @provalytics | Former SVP Buyside @wideorbit, Founder @c3metrics | Always seeking fine wine & good close-up magic!
