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Daniel Wilkinson is head of paid media at digital marketing agency Jellyfish.
He's had an interesting career path, as the headline suggests.
We caught up with him to find out what life is like running paid media at the UK's largest independent performance marketing agency.
Sadly, for years affiliate marketing has been seen as the poor relation of the digital advertising family.
Tracking networks and technology companies typically selling the channel as a no-frills, “no-win no-fee” way to pad out marketing plans.
With the dust settled on another record-breaking trading period, what does the underlying data tell us?
This year Affiliate Window’s publishers generated £100m in revenue for 1,600 UK and US retailers across the four day Black Friday weekend bookended by Cyber Monday. That's a 46% hike in sales revenue for 2015.
Here are six underlying trends.
The challenge of tracking cross-device transactions is a critical one for all digital marketers, but for a channel premised on paid for conversions, it takes on a heightened importance.
Cross device tracking first came on the radar in 2011, when it became obvious that online users were regularly accessing links and content from publishers across more than one device.
The deadline for entering the Masters of Marketing awards is approaching fast (September 23) and therefore I thought I’d take a look at one of the most complex and somewhat overlooked categories: Performance Marketing.
Mobile commerce has witnessed staggering growth over the past few years.
We have been monitoring this activity for the past five years and in that time we have seen the share of mobile traffic increase from just 2%, to in excess of 50% of clicks through a tablet or smartphone.
91% of marketers understand the value of attribution, yet many of the conversations I have suggest that most of them are struggling to justify spend on attribution technology internally.
With the rise of cross device tracking, it is perhaps timely to consider the true length of customer journeys and whether as a result, cookie lengths should be revisited.
Customer journeys are becoming increasingly complex.
Not only are they across multiple channels with multiple touch-points, they are also spanning multiple devices.
Black Friday finally took hold in the UK this year thanks largely to a huge marketing push by retailers.
Econsultancy has previously rounded up a number of stats from the Black Friday/Cyber Monday weekend, and here's some new data from Affiliate Window.
With the staggering mobile growth that had been witnessed throughout 2013, it was widely predicted that consumers would turn to their mobile devices over the Christmas period.
John Lewis made a bold prediction pre-Christmas that it would see its share of mobile traffic exceed desktop for the first time on Christmas Day and they subsequently reported that these expectations were exceeded, with two thirds of traffic originating from a mobile device.
John Lewis was not the only advertiser that witnessed exceptional mobile performance, with a number of leading retailers also reporting on their mobile activity over the festive period.