In this episode, Troy interviews Jeff Greenfield, CEO of Provalytics. He’s based out of Boston, USA. Jeff’s a tech-savvy entrepreneur. He always had a nose for using technology to drive business growth since the early 2000s. He created one of the first SaaS, Position Solutions, a search engine optimization, but he didn’t stop there. As he proceeds on his entrepreneurial journey in the tech world, he co-founded, C3 Metrics a leading MTA platform, and his latest achievement, Provalytics, launched with the notion of preparing for, according to him, “the cookie apocalypse.” Of course, Jeff’s achievements are undoubtedly backed-up by illustrious credentials and degrees, he studied Biochemistry at the University of Maryland, obtained his Doctor of Chiropractic, and BS in Human Biology from Southern California University of Health Sciences, and was a performing member of the Magic Castle in Hollywood. The wide world of the web has dramatically changed since then. Gone are the days when you can track users across the web, as they went from site to site, following the user’s interests and behaviors, based on the websites they visit, the content they view, and the ads they click on. It was all possible due to cookies, however, it all changed with the uprise of privacy policy changes and changes in iOS, which sparked this so-called, as Jeff Greenfield coined it, “cookie apocalypse,” which has significantly impacted the marketers and advertisers of various organizations. Fortunately, Jeff found a solution, a new way of connecting small-medium business owners’ brands to a sale in this new status quo, with Provalytics. It steps back from the old ways of highly depending on user-level data, borrowing from marketing mix modeling, and producing whole new different types of results that allow you to get the answers that you need to drive business results. Despite this daunting task of preparing for the inevitable future by launching Provalytics, Jeff still seems to never forget the important work-life balance. Making sure to sleep right and eat right. Staying mentally healthy by writing down your thoughts, taking power-downs, and relaxing on your nights off before going back at it again the next morning. This Cast Covers:  Driving business growth through ad effectiveness. Privacy policy changes, changes in the iOS, and the effects of it on the status quo. The traceability of the users' data back then, as they could be tracked site-to-site. How Provalytics differ from the deprecated user-level data dependence. Organizations wrongly see marketing as a wasteful expense. Marketers justify the expense by being data-driven and the use of measurement. The types of industries Provalytics focuses on. Series of events and decisions that lead Jeff to enter the industry. An upcoming avalanche this July through the launch of Google Analytics 4. Utilization and integration of Artificial Intelligence to ease and improve your business. Links:  Jeff’s Linkedin Jeff’s Twitter Additional Resources: Lemon. How the advertising brain turned sour. By Orlando Wood Provalytics Producthunt.com Fireflies.ai Close.com     Quotes: “The other thing is, is that you have to show people, to take a leap and be willing to take a risk.” — Jeff Greenfield. “Overall success is growing a business that enables me to also have a healthy life.” — Jeff Greenfield. “Make sure what you say about your business is the same across all platforms.” — Jeff Greenfield. “It's about maximizing the time in your current gig so that you can go on to your next one. That's what it's about.” — Jeff Greenfield. “We all have doubts. Once we can figure that out. We're in great shape.” — Jeff Greenfield.