In a recent episode of the HR business marketing podcast, A Better HR Business, Ben spoke with Jeff Greenfield, CEO and Co-Founder of Provalytics, about the changing landscape of marketing attribution in the wake of third-party cookie decline.
As privacy regulations like GDPR rise and tracking technology evolves, marketers are struggling to accurately measure which campaigns are driving their results—especially as “walled gardens” like Meta, Amazon, and LinkedIn restrict access to valuable data.
Jeff Greenfield previously co-founded C3 Metrics, where he pioneered the cookie-less identifier and drove ROI gains of 25%+ for clients like JP Morgan and Nestlé.
With over 30 years of experience in strategy and innovation, Jeff’s career is grounded in a data-driven mindset shaped by his early studies in biochemistry. His background spans marketing, tech, aviation, magic, and healthcare—fueling a creative, analytical approach to leadership. Today, as the Co-Founder and CEO of Provalytics, he’s focused on helping marketers make smarter, faster decisions in a rapidly changing digital landscape.
The team behind Provalytics previously built a leading attribution company that delivered marketing insights to some of the world’s largest advertisers, including JP Morgan, US Bank, Hertz, Nestlé, Peapod, Carhartt, Edward Jones, and Fender.
They are now applying that expertise to guide marketers into a new era with a modern, cutting-edge, and future-proof solution.
In a wide-ranging discussion, Jeff and Ben talked about:
- How GDPR and cookie changes have forced marketers to rethink how they measure ad effectiveness.
- The rise of “walled gardens” like Google and Meta, and how they limit cross-platform attribution.
- Why relying only on last-click attribution oversimplifies customer journeys and misallocates spend.
- How Provalytics uses AI to bridge gaps left by traditional tracking methods.
- The shift from click-based to impression-based metrics and what it means for strategy.
- Practical steps companies can take to adapt.
- And much more!
Thanks, Jeff!
Website: www.provalytics.com
LinkedIn profile: www.linkedin.com/in/jeffgreenfield
Jeff Greenfield – Provalytics
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About The ‘A Better HR Business’ Podcast
In my HR marketing podcast, I talk with different HR consultants and HR tech companies from around the world to learn about what they do and how they keep their businesses healthy and moving in the right direction.
If you have questions you want to ask me about growing an HR consultancy or marketing for HR tech companies, just let me know or visit the HR marketing services page.
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Enjoy the show!
