Provalytics

Provalytics® is revolutionizing attribution and planning with AI-driven solutions tailored for a privacy-first world. Leveraging deep expertise in marketing attribution, our award-winning algorithm blends Marketing Mix Modeling (MMM) with Multi-Touch Attribution (MTA) to deliver granular insights and validated, incremental results. This independent, cross-channel measurement maximizes the impact of every advertising dollar. Clients using Provalytics have consistently tripled their upper funnel investments, lowered acquisition costs, and achieved 2-3x higher returns on ad spend compared to GA4, Adobe, and last-click models. With a proven track record and cutting-edge technology, Provalytics leads the way in privacy-centric attribution. Learn more at www.provalytics.com.

Chief Executive Officer

InnerCircle

Innercircle leads the AI evolution of B2B sales, empowering executives with a modernized platform to automatically generate referrals.

Advisory Board Member

Suffolk University - Sawyer Business School

Marketing Advisory Council

WideOrbit

Recruited by the CEO to lead Buy Side strategy, sales, and product development.  

•Worked with Corporate Development analyzing potential acquisition targets.

•Built & led a team of 18 across marketing, sales & development.

•Created national & local TV ad monitoring platform able to detect TV ads within 10 seconds of airing and signal changes within Google Ads.

•Developed GTM & expansion strategy to Amazon, Facebook, Target, Walmart, Instacart, and to over 3000 stations.

SVP Buy Side

C3 Metrics

Created leading multi-touch Attribution platform with clients including JP Morgan, US Bank, Hertz, Nestle, Peapod, Carhartt, Edward Jones and Fender.

•Led all technological innovations including real-time digital viewability, integrated linear and OTT TV measurement and the creation of a cookie-less identifier.

•Developed & led all GTM including the ‘Attribution After Dark’ conferences, ‘This Is Attribution’ podcast and the industry's first Attribution Certification program.

•Led the Media Ratings Council (MRC) accreditation process for viewability and started a process towards attribution accreditation.

•Recognized at the Market Research Council and named a ‘Star of Attribution’ by Sequent Partners.

•Grew to 55 employees with 171% growth.

•Named to Deloitte's 2018 Technology Fast 500.

COO & Co-Founder

1st Approach

Branded entertainment agency focused on convergence of technology and growth marketing.  Notable achievements include:  

•Creation of Verizon’s Effie award-winning ‘How Sweet The Sound’ an American Idol style competition for gospel choirs which dramatically accelerated both sales and market share for Verizon.

•Medicis Pharmaceutical's branded tour and online contest (which spawned the Real Housewives franchise) exceeded its goals by tripling the number of analysts covering the stock, increased sales, continued category dominance and a $500 million increase in market capitalization. 

•Relaunch of the Celexa online marketing initiative for Forest Laboratories - where sales increased $200+ million in a 12 month period.  

•LandWatch.com, the first marketplace for rural land on behalf of Plum Creek Timber/Weyerhaeuser. 

Other clients included:  GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, and more.

EVP & Founder

Position Solutions

SaaS Search Engine Optimization specializing in Real Estate and Legal services.
•Led technological innovations including automated creation of doorway pages utilizing unique domains and cloaking technologies.

•Featured in Entrepreneur as a ‘Wise Buy’.

CEO & Co-Founder

National Association for Campus Activities

Speaking and performing at hundreds of colleges and corporate events.   Self-taught coding and ability to build and manage a website.

Clients included:  Beckman Instruments, Barratt American, Black & Decker, Bullocks, Cabletron, Concept Media, Documentation Development, Financial Service Group, Fairchild Semiconductor, Friden Alcatel, Greenpages, Hilton, Koppers Company, Marriott, National Semiconductor, Old Dominion University, Paramount Builders, Rutgers University and W.R. Grace Company.

Motivational Speaker & Magician

Greenfield Family Chiropractic

Grew a Chiropractic clinic via word-of-mouth marketing by adopting a philosophy of treatment first, no one was turned away, regardless of ability to pay.  We would take patients no one else wanted - those without health insurance and those in very bad condition.

•Grew to 75 with 150% YOY growth

•GTM strategy detailed in Chapter 5 of Buzzmarketing: Get People To Talk About Your Stuff.

**Auto accident forced a shift away from patient treatment and into marketing.

CEO & Founder

The National Institutes of Health

Honored to have worked under Adair Hotchkiss, PH.D. before his move to Genetech.

Lab Internship

Cookieless Attribution for Marketers 📈 If you buy media, you need this. 🚀 CEO of Provalytics | Get Attribution Certified - Enroll for Free Now!

From Building MTA Platforms to Pioneering Privacy-First Attribution—My Journey Below 👇

Over the last two decades, I’ve had the privilege of creating marketing campaigns that have added 💰billions in value. But the path hasn’t been without its twists and turns.

In 2008, I discovered a massive flaw in how digital measurement relied on ‘last click.’ It was clear to me: there had to be a better way. So, I rolled up my sleeves and built one of the first multi-touch attribution (MTA) platforms.

In just a few months, our clients were seeing 15-25% ROI increases, and by 2019, we had:
✅ Served some of the world’s largest marketers.
✅ Achieved MRC Accreditation for measurement quality.
✅ Grown 171% YoY before my exit that year.

Then in 2021, everything changed again.

With privacy becoming a global priority:
💥 Apple’s iOS updates shook up Facebook and digital advertising.
💥 Google announced plans to eliminate third-party cookies.
💥 Privacy laws began spreading across the US.

Suddenly, the measurement systems I helped pioneer were becoming obsolete. Every MTA platform was on the verge of extinction.

But I saw an opportunity.

I hypothesized that AI-driven attribution could future-proof measurement without violating privacy.
So, in 2022, I launched Provalytics—a privacy-first attribution platform.

The results?
🎯 Clients are seeing the same 15-25% ROI growth, but without user-level data.
🔒 100% compliant with privacy-first standards.

What’s next?
We’re scaling Provalytics to help marketers prove their impact in this cookieless, privacy-centric world. With AI-driven insights and future-ready tools, we’re building a better way forward.

If you’re navigating today’s complex marketing landscape, check out our free resources:

📜 ATTRIBUTION CERTIFICATION
Learn to navigate today’s challenges and prepare for the cookieless future.
→ 🌐 https://provalytics.com/attribution-certification/

📘 THE ATTRIBUTION PLAYBOOK
The 2026 Attribution Playbook examines the past, present & future of attribution.
→ 🌐 https://provalytics.com/playbook

Jeff Greenfield

Academy of Television Arts & Sciences

Member

The Global Entertainment Marketing Academy of Arts & Sciences

Brighter Path

TECHNOLOGY AND PROPRIETARY METHODOLOGY INCORPORATED BY A TOP-TIER INVESTMENT COMPANY 

We are a firm specializing in Insights & Analytics, Commercial Strategy, and Transmedia Measurement & Planning, driving $200M+ in direct, measurable impact through:

✔ Measurement & Reporting: Frameworks tied to real business outcomes.
✔ Transmedia Performance: Deep-dive analysis across platforms to identify opportunities.
✔ Long-Term Engagement: Strategies for content rollout and monetization.
✔ Audience Insights: A sharper understanding of your core and addressable audience.
✔ Go-To-Market Execution: Blueprinting the best rollout to maximize revenue.
✔ Talent: Evaluating talent’s social presence and red carpet/premiere collabs impact.

And more

Brighter Path is a catalyst for business growth, employing a data-driven storytelling approach and orchestrating organizational transformations.

OUR UNWAVERING MISSION: Elevate our clients to new heights by boosting immediate revenue and unlocking long-term growth.

OUR INSPIRING PURPOSE: Ignite focus, expedite growth, and fortify existing or construct innovative insights & analytics capabilities within organizations.

OUR POWERFUL MODEL:  Act as an integral "hands-on" partner for companies, organizations, executives, founders, and investors, driving growth and tangible results across business, leadership, and groundbreaking product experiences through:
- Crafting strategic narratives and frameworks that instigate transformative change.
- Establishing proven, measurable frameworks for real-time optimization and continuous learning.
- Deploying strategic and seasoned teams that fuel both project and organizational growth.
- Cultivating a data-driven insights-centric culture without compromising creativity.

OUR COMPREHENSIVE SERVICES:
- Fractional Leadership & Teams
- Project-Based Engagements
- Onsite & Virtual Workshops
- Speaking Engagements, Panels & Podcasts
- Strategic Advisors & Board Members

Founder

Paramount

• Developed and formalized comprehensive go-to-market strategies for priority brands and high-profile initiatives, fostering cross-departmental cohesion. Brands and projects included Paw Patrol, Mission Impossible, Teenage Mutant Ninja Turtles, Avatar, Yellowstone, Mean Girls, and Paramount Catalog.

• Provided high-level thought leadership and strategic guidance across multiple brands and projects, facilitating seamless integration and impactful outcomes.

• Fostered strong relationships with key stakeholders within the Consumer Product organization, serving as a crucial link between teams to drive progress from product launch to growth.

• Collaborated with Line of Business, Franchise, Retail Sales, and Strategy/Finance stakeholders to develop category roll-out plans and strategic recommendations.

• Spearheaded the development of innovative and compelling Consumer Product merchandising solutions, engaging in cross-functional collaboration throughout the organization.

• Supported Retail Marketing and Sales by providing essential strategy and sales insights for key partner presentations, acting as a bridge between teams during critical events.

• Established and maintained prioritization planning documents to facilitate cross-team alignment and ensure streamlined execution.

Commercial and Go-to-Market Strategy - Paramount Consumer Products & Experiences (Project-Based)

Mattel, Inc.

I achieved over $100M in measurable impact, influencing $4B in sales and annual budget by revamping and providing actionable insights, building and scaling new and emerging tools and capabilities, and acting as a connective tissue among the key stakeholders and the Insights & Analytics community ensuring Enterprise-minded insights.
 
• Guided new product and brand launch go-to-market by providing real-time brand monitoring, creating buzz by leveraging proprietary tool focused on digital behavior and creating detailed deep dive of how each internal and external brand built buzz momentum.
 
• Developed data-driven analysis and insights for brands and markets, optimizing marketing plans and offering learnings and recommendations applied across multiple areas, such as SVOD, broadcast, and YouTube Owned and Earned content, linear and digital media, social activities, and influencers.
 
• Delivered dedicated support for EMEA across all disciplines, including Business, Consumer, and Shopper Insights, implementing organizational changes, attracting and mentoring top global talents, and building new analytics capabilities.
 
• Served as Lead for Global Marketing data insourcing and visualization, providing franchise expertise and knowledge to brand teams and local markets across variety of brands, including Barbie, Hot Wheels, Fisher-Price, Harry Potter, Toy Story, Jurassic World, and BTS.
 
• Played key role as Social Listening Evangelist, leading implementation of Social Listening and improving digital metrics capabilities by bringing sources for critical platforms such as Twitch, Baidu, Weibo, and iQiyi.
 
• PREVIOUS ROLES: Director and Sr Manager | Global Business Insights

Global Head - Data, Measurement & Integrated Insights (Media, Content & Digital)

By incorporating a consumer-centric approach based on data, I successfully integrated key processes such as go-to-market, media planning, pricing, and consumer products strategy. This resulted in significant growth in sales and increased profitability.
 
• Created and implemented new vision for Market Research organization, delivering better and faster analytics and shifting from report-driven to action-oriented team.
 
• Improved strategy for Consumer Product, defining priority soft and hardline categories based on market projection, category attractiveness, and brand position / potential.
 
• Enhanced long-term planning by building multi-category database for Consumer Product licensing division and Toys, and providing thought leadership.
 
• Provided expertise and presented on many occasions to external top management, including licensors and customers, and C-Level executives.

Sr Manager | Head of Market Intelligence

Through the implementation of consumer-oriented line selection, data-driven pricing, and promotional plans, I was able to achieve heightened sales and profitability.
 
• Drafted and executed joint business plans with Disney, Warner Bros, and key retailers focused on market potential, doubling brand volume in 2 years.
 
• Boosted marketing effectiveness by implementing a data-driven approach to media planning focusing on reach and conversion.
 
• Guided licensors to enhance theatrical marketing support to maximize toy sales while also achieving box office goals.
 
• Delivered incremental sales of $10M+ by unlocking collector and kidult segment through channel segmentation and tailored marketing and trade marketing execution tied to shopper behavior.

Marketing Intelligence & Brand Manager

Sales Supervisor

Brand Council - Member

ABA - Associação Brasileira de Anunciantes

Market Intelligence Board

Impact Sports Marketing

Branding Supervisor

Procter & GambleMerchansia

Trade Marketing - Pharma

Marketing - Health Care

Unlocking Business Growth through Data-Driven Storytelling | Transmedia Analytics | Marketing Insights & Measurement | Creator | P&G, Mattel, Paramount

VIEWS ARE MY OWN AND DO NOT REFLECT THAT OF MY EMPLOYER

As a Global Insights and Go-to-Market executive, I drive success through extensive Business and Integrated Marketing expertise. I have an extensive experience in Consumer Product, FMCG, and Entertainment, translating consumer insights and data analytics into compelling narratives and actionable strategies.
 
By leveraging my diverse range of skills, I generated meaning returns by influencing and creating frameworks and measurements for go-to-market and content engagement, including devising and optimizing marketing and media plans across various platforms like traditional, digital, and user-generated content, as well as broadcast, cinema, and SVOD.
 
As an experienced leader, I have vast experience building high-performing teams that can deliver meaningful results and drive impact across the US, LATAM, and EMEA regions by attracting top talents and developing my team training, coaching, and mentorship. In addition, I focus on fostering a culture of collaboration and teamwork within the team and with key stakeholders.
 
Storytelling | Business Insights | Go-To-Market Strategy | Actionable Insights | Though Leadership | Media Analytics | Diversity, Equity & Inclusion | Digital Evangelist | Integrated Marketing | Content Analytics

Chris Colombo

🎭 Wicked: For Good: What Actually Drove The Box Office?

Now that the Universal film has already crossed roughly $160M domestic, I took a closer look at what actually drove this event-level performance.

The short version
The brand did a lot of heavy lifting
The symphony of marketing did too
And the mix inside that marketing half is where the real signal lives

When you strip the campaign back to its fundamentals, you have a franchise with:
🌟 A Broadway musical that has pulled more than fifteen million people in the US over the years
🎬 A first film that opened huge and held incredibly well
🍿 A second film that arrived in a prime pre–Thanksgiving corridor with very strong intent already built in
✨ And the full NBCUniversal muscle behind it

Let’s take a look at the details.

1️⃣ Baseline organic demand
Around $70M to $90M of the current domestic box office comes from pure franchise power
That is Broadway history, nostalgia, Ariana and Cynthia, and the natural holiday family audience turning up even without a heavy campaign

2️⃣ Marketing–driven demand
The remaining $70M to $90M is being driven by the media and promotional engine layered on top of that baseline

But what was behind the marketing-driven performance?

⌙ Paid media — the main accelerator
About half of the marketing lift
TV spots, cinema ads and especially digital video are doing the heavy lifting on reach and frequency
Digital is where the ROI spikes and that matches broader industry findings that digital can be a small share of budget but a huge share of revenue impact

⌙ Social & fandom buzz — the ignition layer
Around $8M to $12M in incremental box office
You see this most clearly around pre-sales and opening weekend when intent curves bend up fast

⌙ Press & PR — the credibility engine
Roughly $8M to $12M

⌙ NBCUniversal ecosystem — efficient reach
About $4M to $8M from cross-promo across NBC, Peacock and Universal’s wider footprint

⌙ Brand collaborations and licensing — the ubiquity play
Another $7M to $12M
Make Wicked feel like part of the broader culture, not just “a movie in theaters”
This tends to convert fence-sitters who already know the IP but need one last nudge

But we cannot forget that timing still matters.

The MMM story is very clear on timing.
The trailer to pre-sale window is where efficiency spikes.

When you adjust the model and shave digital spend, you see real damage.
Every ten percent cut in digital during that window erodes the box office curve in a way that no amount of late-stage TV can fully fix.


💡 If a franchise with this level of built-in demand still has roughly half of its early domestic gross driven by the marketing engine, then for non-franchise titles or newer IP the dependence on a smart channel mix is even higher.

So this is not just a “look how big Wicked is” story
It is a reminder that in 2025
⌙ Brand equity opens the door
⌙ Marketing, urgency and timing define how many people actually walk through it

#Media #NBCUniversal #Licensing

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After I reported that Disney’s new holiday short became the most-viewed YouTube upload of the week, a lot of people asked me whether its success was driven by genuine creative strength or mainly a paid media push.

So here is why the creative performance of the The Walt Disney Company  / adam&eveDDB holds up on its own.

I ran it through my moment-by-moment model, and what emerged was a reminder of something our industry tends to forget:
👉 When you combine emotional architecture with platform-native craft, even a two-minute fifty-second film can feel completely bingeable.

Here are the standout insights.

🔍 A Textbook Emotional Arc Built for Digital Behavior

The short climbs from cozy curiosity into wonder, then into playful warmth, then into genuine heartbreak, and finally into a euphoric payoff.
That arc is not accidental. It mirrors a full AIDA funnel inside one simple story.
⌙ Attention hits the moment the present starts shaking at 00:15
⌙ Interest stays high thanks to fast-cut micro-gags that keep the brain rewarded
⌙ Desire peaks during the Halloween and caroling scenes where Doodle’s missing mouth becomes an emotional problem, not just a visual joke
⌙ Action becomes subtle but powerful with the line “Make Someone’s Holiday Magic”

🌟 Three Moments That Keep Audiences Hooked

1️⃣ The Potato Head Mouth Reveal

The emotional high point. The payoff is crystal clear and deeply satisfying, and the mouth-animates moment is instantly iconic. It is the kind of beat people replay without being asked.

2️⃣ The Magical Reveal

A present that moves on its own plus a drawing that comes to life creates an immediate thumb-stop. If you shift this into the first three seconds in digital cutdowns, retention jumps.

3️⃣ The Caroling Fail

The emotional valley. It is small but painful and honest. Without this scene, the final joy would feel unearned. With it, the ending lands beautifully.

💡 What Marketers Should Take Away

Story-first does not mean brand-last.
Disney keeps branding quiet until the emotional peak, but the world, tone, and cues do all the heavy lifting. When the brand finally appears, viewers are already wide open.

Modern retention lives in micro-beats.
The mid-section is built from tiny ten-second moments that constantly reset attention. That is how you make a three-minute film feel light and fast.

Emotional arcs can be built for every platform.
For cutdowns, the recipe is simple.

You still get a full story in six, fifteen, or thirty seconds.

🎁 Final Thought

In a season when attention is fragmented and sentiment is loud, “Best Christmas Ever” works because it earns the emotion honestly. It is crafted with care, clarity, and a lot of heart.
It is not selling a product. It is reminding people what generosity feels like.

And that is the kind of storytelling people choose to watch all the way through.

Huge congrats to Asad, Tasia, frank, Jenise, Theresa, and the entire team behind this. 

#Media #Disney

🚨The cultural juggernaut is back. And it didn’t just become the number 1 content across all platforms worldwide, it immediately started bending the internet around it.

One clear example was that, within minutes of Stranger Things 5 Volume 1 dropping, interest in A Wrinkle in Time spiked across markets. Another classic pulled into the franchise’s gravitational field. Just like D&D. Just like Master of Puppets. Just like Kate Bush. Stranger Things continues to be one of the best discovery engines in pop culture.

Then Netflix  crashed. Literally.

That “red loading bar of doom” told us everything we needed to know:

🔥 Massive concurrent viewing. You do not knock a platform of that scale offline unless millions are slamming Play at the exact same second.
🌎 A truly global moment. US, UK, Brazil, Mexico, India all lit up instantly.
⏱ And just as North America was going to bed, Europe woke up to a fresh second wave.
💥 The crash became marketing. Memes about “Vecna taking down Netflix” moved almost as fast as reactions to the show.

And the emotional profile was fascinating.

It’s not “liked it” or “didn’t like it.” It’s a full-stack emotional response:

✨ Nostalgia: A loop closing. 2016 energy all over again.

💀 Horror: Volume 1 goes darker than ever. Horror fans are calling certain sequences the most intense in the series.

🥹 Bittersweet finality: So many posts are some version of “I’m not ready to say goodbye”

⏳ Frustration with the split: Fans are loudly annoyed about waiting for Volume 2. That’s actually a positive signal. Frustration means emotional investment.

From a strategy lens, this is the ideal profile heading into a finale window. High engagement now. High anxiety about what comes next. High willingness to talk about it every single day until Christmas (and then until new year)

Zoom out, and the brand health story is crystal clear:

💡 The franchise is not tired. Social velocity feels closer to peak era than a fading final lap.
💡 The audience has aged with the show. Fans who were teens in Season 1 are adults now and still clearing their schedules on drop night.
💡 The universe is bigger than the text. It lives in music. Games. Fashion. Food. TikTok. Fan art. Merch. Everything.

This is exactly the behavior you want if you’re planning spinoffs, eventizing the finale, or extending long-tail licensing.

And based on the early signals, here’s what I’d do next:
1️⃣ Super-serve the core fans between volumes
2️⃣ Lean into regional fandoms
3️⃣ Turn emotional moments into shoppable moments
4️⃣ Own the finale as a global event

Stranger Things didn’t just come back.
It reminded the industry what a true global pop culture moment looks like.

#Media #Netflix #Streaming #Licensing #PopCulture

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The Battle

Jeff Greenfield

Chris Colombo

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