Marketing & Advertising
Builds privacy-first attribution platforms to help marketers prove their impact
“If you're a buyer, stop accepting the platform's own grade on its own work.”
Jeff Greenfield has spent two decades creating marketing campaigns and built one of the first multi-touch attribution platforms in 2008. It earned MRC Accreditation and grew 171% YoY before his 2019 exit. In 2022, Jeff launched Provalytics, a privacy-first attribution platform delivering 15-25% ROI growth without user-level data.
Posts by Jeff, updated as new ones publish.
Jeff argues that Google search escaped scrutiny because its dashboards looked good. Last-click credit and incremental impact answer different questions, and brand search shows the gap. Buyers should test what changes without the spend, and search must prove it earns its budget.
Read the full post →Jeff welcomes Reddit's new incrementality tools but says the seller shouldn't be the only one grading its own test. He recommends checking any platform's lift report with an independent vendor, using the advertiser's own analytics data.
Read the full post →Jeff doubts that IAB Tech Lab's Trusted Server Framework answers Apple's Safari restrictions, since it still builds a trail on one person. He says the web has moved away from user-level tracking for years, and advises measuring what spend changed in aggregate.
Read the full post →Jeff says Apple's latest crackdown on fingerprinting and identity-stitching continues a decade-long push away from user-level tracking. He argues that advertisers still relying on stitched user paths are exposed and should move to aggregated, incremental measurement.
Read the full post →