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Jeff Greenfield
CEO at Provalytics
- Marketing
- Executive
- Entrepreneur
- 📍Boston, MA
Jeff Greenfield is an entrepreneur with three decades of strategy, growth and marketing experience building and leading teams with an emphasis on innovative marketing enabled by new technology.
Prior to co-founding Provalytics to build the next generation of Attribution, Greenfield led buy-side strategy, sales, and development at WideOrbit.
Prior to WideOrbit, Greenfield was the COO & co-founder of C3 Metrics, a leading multi-touch Attribution platform with clients including JP Morgan, US Bank, Hertz, Nestle, Peapod, Carhartt, Edward Jones and Fender. His technical innovations include real-time digital viewability measurement, integrated linear and OTT television measurement and the creation of a cookie-less identifier. Greenfield developed & led all GTM strategies including conferences, ‘This Is Attribution’ podcast, an Attribution Certification program and grew the team to 55 with 171% YOY growth leading to being named to Deloitte’s 2018 Technology Fast 500.
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BOOK NOW FOR your podcast
Jeff Greenfield
CEO at Provalytics
- 📍Boston, MA
- Marketing
- Executive
- Entrepreneur
Jeff Greenfield is an entrepreneur with three decades of strategy, growth and marketing experience building and leading teams with an emphasis on innovative marketing enabled by new technology.
Prior to co-founding Provalytics to build the next generation of Attribution, Greenfield led buy-side strategy, sales, and development at WideOrbit.
Prior to WideOrbit, Greenfield was the COO & co-founder of C3 Metrics, a leading multi-touch Attribution platform with clients including JP Morgan, US Bank, Hertz, Nestle, Peapod, Carhartt, Edward Jones and Fender. His technical innovations include real-time digital viewability measurement, integrated linear and OTT television measurement and the creation of a cookie-less identifier. Greenfield developed & led all GTM strategies including conferences, ‘This Is Attribution’ podcast, an Attribution Certification program and grew the team to 55 with 171% YOY growth leading to being named to Deloitte’s 2018 Technology Fast 500.
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As seen on
“The idea is perfect for celebrities who have come to expect lots of freebies, says Jeff Greenfield, executive Vice President of 1st Approach, a Boston-based agency that specializes in getting brands into films and television.
‘It’s part of the typical backstage experience,” Greenfield says. “You could say the $100,000 Oscar bag has made its way to birthday parties.'”
“How to arrive at that estimate is in itself a matter of dispute. For instance, Jeff Greenfield, evp at 1st Approach/Hollywood Product Placement in Boston, feels that a placement is more valuable than a commercial because when an actor holds a prop in a show there’s an implied celebrity endorsement. Yet even Greenfield, whose clients include El Jimador Tequila and Black & Decker believes the PQM number is ‘way off.'”
“Jeff Greenfield, executive vice president of 1st Approach, a branded-entertainment marketing firm based in Portsmouth, N.H., has long been a champion of product placement, but he also understands its limitations. ‘When it’s done too much, it becomes exhausting to watch, viewers start to tune out, the bloggers pick up on it,’ Greenfield says. The resultant negative buzz can hurt show and brand alike.”
“‘As big as branded entertainment is, I will still venture to say that 90% of the brands you see in shows are there for free,’ said Jeff Greenfield, executive vp entertainment marketing firm 1st Approach. ‘A lot of brands get in for free not because they’re cool but because they happen to be there.'”
“Marketers say Mountain Dew made a smart move, because audiences are turned off by blatant product placement. Jeff Greenfield, a product-placement expert, says there’s a ‘backlash that’s happened with brands; it’s not supposed to be in your face.’ Still, media experts aren’t so keen on the idea of a company’s bankrolling a documentary, with say over the final cut.”
Timeline
May 2022 - Present
Provalytics
Chief Executive Officer
Dec 2020 - Apr 2022
WideOrbit
SVP Buy Side
2008 - 2020
C3 Metrics
COO & Co-Founder
1997 - 1999
National Association for Campus Activities
Motivational Speaker & Magician
