In this first part of a 2-part interview, Heather Vale Goss of Performance Marketing Insider talks with Jeff McCollum, Founder and President of CAKE, about how the platform provides an invaluable suite of tools for performance marketers. Find out what sets CAKE apart from competitors, and how the focus on being reliable and scalable is an asset to you. CAKE aims to be innovative and evolve with the industry, continuously adding feature sets that allow you to build your business. You have access to tracking tools, web analytics, mobile install and activity tracking, and lead generation. You can capture data, distribute data, track search and display, with an entire ecosystem in performance-based marketing. It tells you the lifetime value of a spend, where to focus your efforts and how to increase your ROI. And it's all designed to be a “piece of CAKE.” Now there’s a new entry-level self-serve platform, cupCAKE, designed for solo-entrepreneurs and smaller businesses. In Part 2 of this interview, you'll find out more about the features and benefits of cupCAKE.