CampaignEQ Aims At Better Mobile Marketing Attribution

Is that mobile cost-per-click, CPA ad, Facebook campaign, or Pinterest page actually translating into a customer? A new, Santa Monica startup, CampaignEQ, is hoping to help marketers better attribute increases in mobile customers and traffic to their marketing campaigns, with a new product. According to CampaignEQ--founded by former Beachmint execs William Belk and Dirk McGregor--its new cloud-based, web and mobile affiliate tracking platform is aimed at offering up better mobile attribution and optimization. The two founded the startup because they found the current affiliate tracking and attribution tools was inadequate to handle large volumes of mobile traffic while working at Beachmint.

Belk was previously Head of Product at Beachmint, and was the company's first employee; McGregor was Beachmint's Dierctor of Acquisition. Both were involved with understanding Beachmint's lifetime revenue per customer (LTV), acquisition funnels, and handling mobile and tablet optimization.