James Collins

James Collins has spent his entire career in the IT industry during which he has held senior project management and consulting roles. For the last decade, he has been working within the digital and online sector – delivering actionable insights from advertisers' marketing data and empowering them to use these findings to make more effective marketing decisions. As well as a sound understanding of technology, James has strong people and change management skills, which he has used to deliver proven value from Rakuten Marketing's attribution technology, and to help grow the business effectively. Working with brands like EDF, BSkyB and Virgin Holidays, his role is to ensure Rakuten Marketing's attribution technology delivers insight and value to all clients, to enable confident data-driven strategic decisions.

Attribution, one step at a time

Attribution can feel like a daunting task, but columnist James Collins breaks down his strategy for delivering a winning attribution...