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

TPJ: The Perfect Jean

Head of Growth

Not a Company, LLC

Helping brands scale and diversify their marketing mix, while educating them on data, attribution, and test frameworks. 

Clients we’ve worked with:
- Athletic Greens
- Caraway
- Ridge Wallet
- Ethos
- DuraDry
- iRestore
- Kettle & Fire
- Pura Vida
- Seed
- Armra
- and others

Owner, Growth Marketing Consultant/Advisor

Source Medium

Source Medium is a full-service data & analytics company serving high-growth direct-to-consumer (DTC) and omnichannel eCommerce brands.

Trusted by amazing brands:
- Vayner Commerce
- Olipop
- iRestore
- Hydrant
- Four Sigmatic
- and more!

Our Data Team as a Service model addresses a typical eCommerce business's full spectrum of data needs — data ingestion, transformation, storage, and reporting — at a fraction of the cost vs. an internal setup. We help our customers create a singular view of their operations by centralizing data from 50+ platforms. Our experience launching and growing 10+ eCommerce brands and servicing hundreds more ensures that every report & visualization is accurate, relevant, insightful, and actionable.

Investor & Advisor

Resident

Focused on YouTube, Programmatic, Linear TV, Streaming TV (ctv/ott), and a little bit of everything else :)

Senior Growth Manager

Focused on driving performance and brand growth via YouTube, Google and Programmatic media across all of our brands. 

YoY 2018: +528%
YoY 2019: +30%
YoY 2020: +115%
YoY 2021: Oh, we're still growing, stay tuned!
———
At Resident (formerly DreamClound Holdings, LLC), we are relentless in our passion to provide our customers with better choices when it comes to everyday home products. From mattresses, rugs, and furniture, each of our brands has unparalleled standards for quality, style, and value.

We make it effortless to find what you want for your home, whenever you want it. And we offer the best of the best trial periods and warranties because we believe in giving you as much power as possible.

As we continue to grow, we want Resident to be your favorite place to feel at home—whether you're shopping with us or working with us.

Our Brands:
- nectarsleep.com
- dreamcloudsleep.com
- awarasleep.com
- sienasleep.com
- levelsleep.com
- cloverlane.com

Head of Programmatic Media and Youtube

ALO Accessories, Inc.

▪ A wholesale supplier of mobile accessories, providing quality, durable and cost efficient accessories to MetroPCS stores across New York's boroughs.
▪ Manage all of our Outsourced vendors, as well as all aspects of logistics between Asia and our point of sale in New York
▪ Manage two Sales Representative, ensuring that they meet their monthly goals as well as mentor and train them to ensure they deliver a perfect sales pitch.

Founder, Chief Executive Officer

Drawbridge (acquired by LinkedIn)

▪	Team leader optimizing an individual book of accounts, managing partner negotiations & leading onboarding initiatives for new hires
▪	Exceeded team benchmarks w/ a 93% campaign delivery rate, 52-55% profitability, and 90% goal achievement
▪	Negotiated & managed outsourcing company (Mediamint), yielding 25% more productive hours per day across 9 person team 
▪	Prospected and negotiated a fraud-verification partnership with 40% more efficient pricing than other considered options
▪	Achieved a 45% incremental for Weight Watchers ($68K) while also securing a 166% renewal for FY18 ($627.4K vs $235K for FY17) due to performance and optimizations improvements
▪	Grew Thomson Reuters by 3.5x from a $50K test account to $175K per quarter, enabling cross-sales to other LOBs due to performance while yielding the company an avg. of 50-60% margin on the account

Sr. Lead, Optimization Strategist Team

Magnetic

▪ Managed a team of campaign managers managing nearly $5MM (each) of quarterly revenue. 
▪ Worked on implementing, managing, and coordinating best practice processes across programmatic display, mobile/cross-device, video, social and native advertising formats.
▪ Evaluated performance review for all direct reports, focusing on knowledge gaps, growth opportunities, areas of improvement, and promotions.
▪ Trained new hires and inter-departmental employees on the company's capability as well as ad ops methodologies.
▪ Managed Magnetic top strategic accounts focusing on continued growth as well as LATAM book of business.
▪ Initiated a cross-department workflow efficiency process that allows for all account information to be centralized and organized in one shared point, allowing for a history of the account’s performance/changes to be documented.
▪ Worked with the Sales and Account Management team to establish a proper understanding of our product offering and internal capabilities to ensure more efficient sales proposals, as well as a swift IO approval process.
▪ Created and updated internal rate card based on the current programmatic market per each channel and a combination of different targeting strategies.
▪ Provided internal product recommendations, issue feedback, and troubleshooting support.
▪ Managed Vendor relationships, reviewing MNDAs, MSAs, and custom contracts as well as negotiating fees and pricing structures

Manager, Ad Operations — East Coast

▪ Improved several strategic accounts that were in danger of canceling and turned them into continuous business
▪ Managed pre/post-sale inquiries pertaining to launch requirements, audience, and setup, as well as ensuring proper QA of assets, KPI optimizations, and campaign delivery.
▪ Trained and mentored new hires ensuring they are equipped with best practice methods
▪ Established best practice around communicating campaign optimization to sales

Senior Campaign Manager/Trader

PlaceIQ

• Manage $3.5MM+/month in advertising media for many fortune companies such as; BMW, Coca-Cola, AT&T, Verizon, Unilever, and others
• Manage pre-sale inquiries pertaining to launch requirements, successful campaign targeting, and providing critical insight on potential optimizations and successful campaign setup. 
• Manage the post-sale activity of external advertisers to ensure delivery by obtaining legal/financial approvals, confirming creative assets, QA, and trafficking ads.
• Testing ad creatives to ensure they are in compliance with PlaceIQ’s Ad Specifications guidelines. QA all ad types such as gif/jpg/png, Video files (mov, mp4, etc.), VAST/VPAID, dynamic, expandable, and interstitial.
• QA pixels/tags (hosted/non-hosted, secured/non-secured) from various 3rd party vendors such as Flashtalking, MediaMind, Pointroll, Atlas, DFA, etc.
• Monitor campaign pacing to identify and address placements in need of optimization as well as delivery anomalies 
• Closely work with Account Management teams to understand client needs and communicate insights, and results back to the clients to maintain client satisfaction, as well as future renewals.
• Provide campaign upsell proposals to increase business revenues
• Serve as primary contact for reporting, optimizations, and live confirmations, as well as any reallocation plans needed
• Identify process inefficiencies and ways to improve AdOps workflow by documenting processes
• Help manage and mentor campaign coordinators and train and mentor new hires.
• Manage AdOps (East/West coast) reporting templates, making sure that both teams use similar and efficient pacing reports for their campaigns
• Collaborate with the Product team to evaluate, test, and research new ad servers, and propose a new features for our UI.

Campaign Manager/Trader

MeritDirect, LLC

• Developed and strategized an ad-tech stack for MeritDirect; Adserver, DMP, DSP, and Reporting BI
• Focused on managing the entire B2B database throughout its entire lifecycle (ETL). Set up best practices around data privacy and targeting our data to successfully reach B2B customers at the right time while they are navigating through their favorite content (in all channels). With this product offering, I was able to get the department from zero revenue to over $600K in just 6 months. 

• Successfully segmented and packaged our B2B database (using TSQL) into multiple different audiences to sell and engage in data rev-share deals with some of the industry's biggest DMPs (e.g., Bluekai, eXelate, Lotame, etc.) generating over $60K in gross revenue monthly.

Manager, Digital Ad & Data Operations

MetLife

▪	Manage and co-lead a team wide project (iSLA) that streamlines the Forecasting and Annual Planning process
>>	Business Impact: Generated a cost saving strategy to save Global Tech & Ops division $1.2MM+ over the course of the next year 
▪	Analyze top mainframe consumers to establish a yearly growth pattern. Further, using the baseline, growth pattern, and input from the applications, forecast the upgrade path for all mainframes for the next 18 month period
>>	Business Impact: Lower forecast budget by appx. $3MM; shifting funds to support 3 future projects during FY2014   
▪	Negotiate pricing, analyze data and cost imperatives with up to 10 Hardware and Software vendors, with end-goal of establishing a more efficient Standard Operating Procedure
>>	Business Impact: Reduced acquisition process by 60 days and secured within 90 days; Senior Level approval ($80MM) IT budget for budgeted year 2014

Associate Engineer, Mainframe Capacity & Performance

Growth Marketing | Omnichannel Performance Brand Strategies | Attribution | Operational Efficiencies

With over ten years of experience in growth marketing, I am a data-driven and results-oriented leader specializing in omnichannel performance and brand strategies. I currently work as a Senior Growth Manager at Resident, a leading home furnishing company that offers a curated portfolio of high-quality products for every room in the home.

At Resident, I focus on YouTube, Programmatic, Linear TV, and Streaming TV (CTV/OTT), leveraging my expertise in attribution, ad operations, and vendor negotiation. As an investor and advisor, I also contribute to the growth of Source Medium, a full-service data and analytics company that serves high-growth direct-to-consumer and omnichannel eCommerce brands. I am passionate about helping brands scale and optimize their marketing efforts across multiple platforms and channels using cutting-edge tools and technologies. I am also certified in AdWords, DFP, and various web debugging tools, and I have a strong background in mathematics and computer science.

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The Battle

Jeff Greenfield

Junior Reyes

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