In this episode of Always Be Testing, host Tye DeGrange sits down with Michael Cole, Senior Vice President of Marketing at Everflow and active member of the Performance Marketing Association’s Measurement Council. With a decade of experience leading growth and analytics in the partner and affiliate space, Michael helps brands unlock performance marketing efficiency through better data, smarter attribution, and stronger relationships between advertisers and publishers.

Their conversation dives deep into how affiliate marketing and partnerships are rapidly evolving in the age of AI and advanced measurement. Michael shares how Everflow empowers marketers to see the full picture of affiliate performance — from first click to repeat purchase — while debunking the biggest myths holding brands back. Together, they unpack how AI is reshaping discovery, what most marketers still misunderstand about attribution, and how partner programs can deliver growth that’s both scalable and sustainable.