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Jeff McCollum, Founder and President, Cake

MarketingSherpa is reporting live from Chicago's McCormick Place at IRCE. In the MarketingSherpa Media Center, Jeff McCollum, Founder and President, Cake, a marketing technology platform, joined MarketingSherpa's Allison Banko to discuss affiliate marketing.

"A client might see an ad, and not do anything. They might get an email, and not purchase. They then go to Google and search, and buy the product. Today, a lot of e-commerce companies only see that last touch point, and it's really important to understand how those other touch points fit into the customer journey," McCollum said.

Watch this video to learn more about attribution and valuable technologies to leverage to aid marketing efforts.

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