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

Prescient AI 

Prescient AI is the world’s smartest marketing decision engine, powered by the most dynamic MMM.

Forecast, test, optimize, and scale top-of-funnel spend with confidence in predicted growth.

VP Strategy & Operations

Don't V*LOOKUP

Delivering insights from top operators that leverage data to make critical business decisions.

Newsletter: https://dontvlookup.beehiiv.com/

Spotify: https://open.spotify.com/show/416Whx2aObs6Q4hstJ5CRc?si=01fb93dfca85449f

Apple: https://podcasts.apple.com/us/podcast/dont-vlookup/id1727230121

Host, Co-Founder

Source Medium

Former Head of Operations at SourceMedium, an advanced data reporting and activation solution for eCommerce brands

Head Of Operations

Rightside Brands

Rightside Brands acquires and operates Shopify-based eCommerce brands

Co-Founder

Recess

Led 10x growth as General Manager of the e-commerce business within 12 months by implementing and scaling the first set of paid media and affiliate initiatives, co-managing the development of a web redesign, building and managing a growth team and enabling collaboration between marketing, design, and operations teams 

Manage internal regulatory strategy and serve alongside the CEO on the Executive Committee of the US Hemp Roundtable to dictate hemp/CBD policy at the state and federal levels

Director of E-Commerce & Regulatory Strategy

Served side-by-side with the CEO, COO, & executive team to strategize and implement core company cross-functional initiatives. Projects ranged from market and product expansion/innovation, DTC & retail sales analyses/optimization, key stakeholder (investor/distributor) engagement, to becoming a regulatory “expert” in the emerging CBD space

Chief of Staff

YNG Ventures

Manage network operations, source new deal opportunities, devise investment criteria and diligence procedures, expand co-investment partnerships and oversee legal structuring

Grove Collaborative

Devised and implemented, from concept to launch, Grove's business to business strategy; including direct outreach, sales, and onboarding of first B2B clients, development of unique third-party partnerships, and extensive cross-functional collaboration with c-level executives, growth, product, operations, creative, and community happiness teams

Business Operations & Strategy

Good Uncle

Worked alongside CEO/Co-Founders to refine existing mobile-restaurant operations and ongoing college market expansion plans in anticipation of raising a next round of growth funding

Strategic Business Consultant

Soros Fund Management

Private Equity Senior Associate

Morgan Stanley

Global Transportation and Infrastructure Group

taplio

The Battle

Jeff Greenfield

Will Holtz

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