The Marketing Attribution Strategy for FP&A Teams to Take Control of Marketing ROI with Jeff Greenfield

Episode notes

In this episode of FP&A Unlocked, host Paul Barnhurst is joined by Jeff Greenfield, an entrepreneur, advisor, and founder of Provalytics, a leading attribution and measurement solution. Jeff discusses marketing attribution, the challenges marketers face in proving the impact of their campaigns, and the evolving role of FP&A in understanding marketing spend. He shares his entrepreneurial journey, from building an SEO platform to leading Provalytics in providing marketers with a single source of truth for their efforts. Jeff Greenfield is the co-founder and CEO of Provalytics, a "cookie-less" attribution solution that helps marketers demonstrate the value of upper-funnel channels like CTV, podcasting, and more. Before founding Provalytics, Jeff built and led multiple digital marketing companies, pioneering the use of data-driven approaches to improve marketing performance.