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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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LET'S TALK ABOUT
- Marketing
- Ad Measurement / Attribution / MTA (multi-touch attribution)
- Magic
- Building a Start-up
--
His extensive work with the Media Ratings Council led to accreditation for viewability and the creation of attribution accreditation, the first for the industry for which he was recognized at the Market Research Council where he was named a ‘Star of Attribution’ by Sequent Partners.
Prior to C3 Metrics, Greenfield founded 1st Approach, a branded entertainment agency focused on convergence of technology and growth marketing where he served GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs and more. His creations include Verizon’s Effie award-winning ‘How Sweet The Sound’, Medicis Pharmaceutical’s branded tour and online contest, Land Watch, the first marketplace for rural land on behalf of Plum Creek Timber/Weyerhaeuser, and Position Solutions, one of the first SaaS search engine optimization platforms.
Greenfield started his career building a chiropractic clinic which scaled via word of mouth marketing by adopting a philosophy of treatment first, where no one was turned away, regardless of ability to pay, which is detailed in Chapter 5 of Buzzmarketing: Get People To Talk About Your Stuff.
Featured at hundreds of conferences including NAPTE, NAB, Mediapost, BANFF, MASB, ANA and TVOT, with thought leadership appearing in the NY Times, The Washington Post, The Wall Street Journal, Bloomberg, ABC, CBS, and Investor’s Business Daily.
Greenfield studied Biochemistry at the University of Maryland, interned at the National Institutes of Health, obtained his Doctor of Chiropractic (DC) and BS in Human Biology from Southern California University of Health Sciences, is an instrument rated pilot and a performing member of the Magic Castle in Hollywood.
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.
read more
LET'S TALK ABOUT
- Marketing
- Ad Measurement / Attribution / MTA (multi-touch attribution)
- Magic
- Building a Start-up
--
His extensive work with the Media Ratings Council led to accreditation for viewability and the creation of attribution accreditation, the first for the industry for which he was recognized at the Market Research Council where he was named a ‘Star of Attribution’ by Sequent Partners.
Prior to C3 Metrics, Greenfield founded 1st Approach, a branded entertainment agency focused on convergence of technology and growth marketing where he served GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs and more. His creations include Verizon’s Effie award-winning ‘How Sweet The Sound’, Medicis Pharmaceutical’s branded tour and online contest, Land Watch, the first marketplace for rural land on behalf of Plum Creek Timber/Weyerhaeuser, and Position Solutions, one of the first SaaS search engine optimization platforms.
Greenfield started his career building a chiropractic clinic which scaled via word of mouth marketing by adopting a philosophy of treatment first, where no one was turned away, regardless of ability to pay, which is detailed in Chapter 5 of Buzzmarketing: Get People To Talk About Your Stuff.
Featured at hundreds of conferences including NAPTE, NAB, Mediapost, BANFF, MASB, ANA and TVOT, with thought leadership appearing in the NY Times, The Washington Post, The Wall Street Journal, Bloomberg, ABC, CBS, and Investor’s Business Daily.
Greenfield studied Biochemistry at the University of Maryland, interned at the National Institutes of Health, obtained his Doctor of Chiropractic (DC) and BS in Human Biology from Southern California University of Health Sciences, is an instrument rated pilot and a performing member of the Magic Castle in Hollywood.
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
1999 - 2008
1st Approach
EVP & Founder
1999 - 2003
Position Solutions
CEO & Co-Founder
1997 - 1999
National Association for Campus Activities
Motivational Speaker & Magician
1989 - 1997
Greenfield Family Chiropractic
CEO & Founder