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
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.
SEP 2026
The Platform Wasn't Underperforming. It Was Overcharging.
What a CPM comparison across three CTV vendors caught that a performance review never would.
SEP 2026
The Line Item Nobody Questions
Brand search reports beautifully. That's exactly why it deserves scrutiny, not less.
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.