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Attribution Models

Interview with Santi Pierini, President and COO, CAKE

"Our goal is to give marketers a detailed picture of how all the elements of their campaigns are contributing to the end result."Tell us a bit about your role at CAKE. Currently, I oversee CAKE’s business operations, plus our global technology and corporate strategy. As a marketing technology provider, our main focus is marketing intelligence. We build SaaS solutions that deliver accurate and granular insights about marketing campaign performance. Today’s marketers have so many options when it comes to where and how to…

TechBytes with Lee Walsh, Regional Managing Director, NewBase

Lee Walsh Regional Managing Director, NewBase Programmatic advertising is a fascinating technology. Each geography is growing at its own 'sweet' pace. Asia, in particular, is more diverse and complex compared to the markets in the Americas and Europe. Lee Walsh, Regional Managing Director, NewBase, gives us an inside view of the Asian advertising ecosystem and helps us to understand the nature of the American and European digital advertising markets.Tell us about your role at NewBase and the team/technology you handle.…

How Rich Real-Time Data is Accelerating Partner Marketing 

Years ago, partner marketers cared primarily about a couple of metrics – how many sales were driven and who was the responsible for the click that brought the customer to the website. Oh, how times have changed. Today’s leading merchants are taking a more comprehensive approach to collecting and using data -- to understand users, track and optimize buyer flows, and determine the specific role that partnerships play in the marketing mix. My company tracks and analyzes partner marketing programs, and from this unique…