Jeff Greenfield, Co-Founder and CEO, Provalytics
- Jeff is the co-founder and CEO of Provalytics.
Podcast
Overview
Jeff Greenfield’s extraordinary journey—from magician to chiropractor to marketing measurement pioneer—highlights the power of reinvention. With Provalytics, he’s redefining attribution in a privacy-first, cookieless era, helping brands measure what truly matters: awareness, impact, and ROI.
00:32- About Jeff Greenfield
- Jeff is the co-founder and CEO of Provalytics.
08:25- What misconceptions do marketers still have about attribution and measurement today?
- Many believe impact can’t be proven from channels like connected TV or digital out-of-home.
- Marketers assume the old ways of doing things are still the best, resisting new methods.
- Brands often miss emerging platforms (e.g., YouTube as top TV network) by not adapting strategies quickly enough.
18:46- How is Provalytics adapting to stricter privacy regulations?
- Future-proofed platform built around essential first-party and aggregated daily data (sales, spend, impressions, clicks).
- It moves beyond hyper-targeting, focusing instead on awareness and impressions to measure brand impact.
- Educates marketers through free attribution certification, preparing them for a privacy-first, cookieless future.
RESOURCES:
Learn more about Jeff Greenfield: LinkedIn
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Profile
- Jeff is the co-founder and CEO of Provalytics.
