Insights

Where marketing measurement gets challenged and redefined.

Featured on Bloomberg TV, leading podcasts, and industry platforms, these conversations break down why most marketing measurement is flawed and what actually drives growth.

Interview 01

Bloomberg TV: Measuring Performance in the Amazon Era

In this Bloomberg TV interview, Jeff Greenfield discusses the challenges of measuring marketing performance in the Amazon ecosystem and why traditional attribution models struggle to keep up.

Interview 02

Why Your Marketing Dashboard Is Misleading

In this episode, Jeff Greenfield, CEO and co-founder of Provalytics, rethinks how marketing should be measured when clicks, last-touch, and GA4 cannot see the full picture.

Interview 03

Why Marketing Measurement Is Broken

In this episode, Jeff Greenfield, CEO of Provalytics, explains why marketing is not failing, measurement is, and how brands can finally tie their efforts to real business outcomes.

Interview 04

How Finance and Marketing Align on ROI

In this episode, Jeff Greenfield, CEO of Provalytics, explains how marketers and finance teams can move beyond flawed attribution models and align on what actually drives ROI.

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The 2026 Attribution Playbook.

A practical field guide for proving impact when the cookie is gone, the click is weaker, and finance needs one answer. Includes examples from retail, CPG, financial services, and subscription brands, plus the frameworks behind a finance-ready measurement rollout.

  • → Why spike-based TV attribution broke — and what replaced it
  • → The halo effect on Amazon, Walmart, Target, and Chewy
  • → How to align Finance and Marketing on one source of truth
  • → A practical framework for validating incremental lift
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2026
Attribution Playbook

Proving Impact in a Cookie-less, Click-less World

A field guide for marketing leaders who need to defend every dollar.

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2-3X ROAS accuracy vs. last click · Zero cookies · No IT lift, no site tagging