Co-founder & CEO, Provalytics
Three decades of helping marketers measure what actually works.
I'm Jeff Greenfield. I build marketing measurement that holds up in the boardroom — and write about why most of them don't. Currently building cookieless attribution at Provalytics.
Thought leadership featured in
- The New York Times
- Wall Street Journal
- Bloomberg
- ABC
- CBS
Writing
Recent essays
NOV 2026
The Channel That Looked Best Was Standing Closest to the Register
Paid social posted the strongest attributed revenue in the mix. Then someone asked who was buying.
OCT 2026
Your Ad Worked. It Converted Where You Can't See.
People find you on one screen and buy on another, behind a wall that reports almost nothing.
OCT 2026
The CEO Opened Google Analytics and Cut the Budget
A channel can look dead in a tool that was never able to see its sales.
Outside of work
The pieces I keep coming back to
I collect because objects carry stories better than I do. A few of the pieces I've found, and what made me keep them.
The Attribution Brief
Twice-monthly notes from Jeff Greenfield
Short, opinionated, on what's actually working in measurement.