The Brand Called You

Jeff Greenfield, Co-Founder and CEO, Provalytics

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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.

            • The post Jeff Greenfield, Co-Founder and CEO, Provalytics first appeared on TBCY.

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