James Collins

James Collins is Rakuten Marketing’s SVP Global Product Strategy – Attribution. James has championed the use of performance marketing data in the digital sector over the last decade. 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, advocating open access to attribution data and helping grow the business effectively. As SVP of global product strategy, James is responsible for leading Rakuten Marketing’s value proposition team. This team works with the regional businesses to use data-driven intelligence and core messaging to position products for success, and works with tech and product teams to deliver the next generation of digital marketing products.

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...