In its quest to gain wider appeal from all business sizes, US performance marketing platform Cake, has launched a new version of its affiliate marketing campaign management solution.

The California-headquartered business, which is owned by NASDAQ-listed Accelerize New Media, has today unveiled cupCAKE – a lighter version of its current offering.

The more ‘affordable’ solution is a version of Cake’s SaaS performance marketing tracking and analytics solution, which provides a ‘scalable feature set while enabling access to marketplace of networks and publishers’.

The move suggests Cake, which also has offices in New York and London, is not only concerned about scoring larger clients, but is also keen to secure business from SMEs and affiliates looking to run their own networks or wishing to track conversions from media spend.

Cake’s president, Jeff McCollum, said the cupCAKE feature set and product scalability will allow customers to maximise revenue without compromising the integrity of the user experience.

With the cupCAKE automated self-service setup, he said it only takes minutes to activate a cloud-based, private-label platform that enables customers to easily create campaigns, connect with affiliates and track conversions while  enabling access to a marketplace of more than 500,000 networks and publishers.

Other optional features also include the ability to track and analyse retail transactions and manage lead generation data.

“Affiliate marketers have long seen the proven results of our performance marketing solutions, and now they too can utilise this powerful platform,” McCollum said.

“We developed cupCAKE to serve a wider audience with the most desired features of the CAKE SaaS enterprise version, but scaled down to be affordable for independent marketers.”

Cake, which before Christmas scooped more than 100 clients following the demise of DirectTrack, said it went through an extensive discovery process with ‘alpha users’, including members from its current client base, to determine the most important features required to run a successful affiliate programme in an ever-evolving online market.

CEO of Convert2Media, Steve Howe, also stressed that in today’s digital landscape, marketers now expect to gain greater control of their affiliate marketing programmes.

“Now cupCAKE has made it possible for these marketers to build an in-house affiliate marketing programme with the necessary real-time analytics to more effectively manage the ROI of their marketing investments, all in a cost-effective solution,” Howe said.