Jeff Greenfield is an entrepreneur with over three decades of experience in strategy, growth, and marketing innovation, transforming how businesses leverage technology to achieve measurable results. As Co-Founder and CEO of Provalytics, Jeff is spearheading a new era of marketing attribution with privacy-centric, cookie-less solutions designed to meet the demands of a rapidly evolving digital world.
Before Provalytics, Jeff was COO and Co-Founder of C3 Metrics, where he developed groundbreaking technologies such as a cookie-less identifier, real-time digital viewability measurement, and integrated linear and OTT television attribution. These innovations enabled clients like JP Morgan, Nestlé, and Fender to achieve measurable marketing ROI improvements. Under Jeff’s leadership, C3 Metrics achieved 171% YOY growth, earned a place on Deloitte’s 2018 Technology Fast 500, and set the standard for multi-touch attribution.
Jeff’s influence extended beyond technological innovation. He partnered with the Media Ratings Council to pioneer the first-ever accreditation for attribution, earning MRC accreditation for viewability and recognition as a “Star of Attribution” by Sequent Partners. Through initiatives like the This Is Attribution podcast and the Attribution Certification Program, Jeff has helped shape the future of marketing measurement.
Earlier in his career, Jeff founded 1st Approach, a branded entertainment agency that merged creativity with technology to deliver award-winning campaigns for brands like GlaxoSmithKline, Kimberly-Clark, and Sony BMG. Highlights include Verizon’s Effie-winning “How Sweet The Sound”, Medicis’ Pharmaceuticals ‘, Land Watch, the first rural land marketplace, developed for Plum Creek Timber (now Weyerhaeuser), and Position Solutions, one of the first SaaS search engine optimization platforms.
Jeff’s entrepreneurial roots trace back to healthcare, where he built a thriving chiropractic clinic centered on a treatment-first philosophy, providing care to all patients regardless of ability to pay. This approach, detailed in Buzzmarketing: Get People to Talk About Your Stuff, reflects his enduring commitment to people-first innovation.
A lifelong learner, Jeff’s academic foundation includes a Doctor of Chiropractic (DC) and a BS in Human Biology from Southern California University of Health Sciences, along with studies in biochemistry at the University of Maryland. His passions extend beyond business, as an instrument-rated pilot, a licensed Ham Radio operator (NQ4F), and a performing magician at Hollywood’s Magic Castle.
Jeff’s thought leadership has been showcased at premier conferences, including NAPTE, ANA, and TVOT, and featured in publications such as The New York Times, The Wall Street Journal, and Investor’s Business Daily. Today, at Provalytics, Jeff is redefining marketing attribution, empowering businesses to make smarter, faster decisions that drive measurable growth. His vision is clear: to equip marketers with the tools to not just navigate the privacy-first future but to lead it boldly.