How CEO Dexter Cutajar keeps NetRefer in pole position

Lea Hogg November 7, 2024

SiGMA news

NetRefer is one of those rare companies that refuses to stay complacent, said CEO of NetRefer Dexter Cutajar to SiGMA News, during a recent interview.

Founded with the mission to bring precise, actionable insights to affiliate marketing and performance tracking, the company has come a long way. Today, NetRefer is doubling down on data, collaboration, AI, and automation—all underpinned by a company culture that prizes clarity, fairness, and trust. Their roadmap for the next five years is both ambitious and meticulously crafted, combining a clear vision with an unwavering commitment to staying agile in a fast-paced digital landscape.

“Data is our North Star,” the Cutajar declares, illustrating the core of NetRefer’s strategic direction. Since 2022, data has been positioned as the company’s primary focus, and that won’t be changing anytime soon. With a mantra of “data is the new currency,” NetRefer aims to lead the charge in utilising data to drive value and spark innovation across its platform. The strategy is more than a catchphrase—it’s a philosophical shift, recognising that, as Cutajar puts it, “where cash was once king, data now reigns supreme.”

Looking ahead, NetRefer is deeply invested in integrating the latest technology and building bridges with “best-of-breed platforms.” The reason? To offer clients solutions that don’t just match but set the industry’s standards. At the heart of this drive is an expanded reliance on artificial intelligence (AI), which the company sees as pivotal. NetRefer is channeling significant R&D resources into applying AI in tangible, practical ways. “We’re not just talking about AI,” Cutajar emphasises. “We’re pioneering it to reshape the industry, to help clients make better decisions faster.” In essence, the company aims to remain at the cutting edge of a field that’s evolving at breakneck speed.

A core element of NetRefer’s future lies in AI-powered automation, where the company sees enormous potential to transform workflows. Over the next few years, NetRefer will be piloting automation projects that streamline processes, providing agility not just for NetRefer but for its clients. The goal is bold but clear: to redefine the workflows that have governed affiliate marketing for years, making it more agile and responsive to the market’s ever-changing demands.

Innovation in new offerings

In addition to AI and automation, NetRefer is poised to unveil a slate of new products that reflect its commitment to innovation. One such product is an upgraded version of their PMP CoPilot Model, enhanced to process and deliver insights from a broader array of data sources. The company is also introducing a new CKB CoPilot Model designed to improve the efficiency of users operating the NetRefer platform, offering more streamlined, effective support.

The most intriguing developments, however, are the affiliate-focused APIs, which address a gap in the company’s offering. Previously centred on operators, the expansion to affiliate APIs reflects a keen awareness of evolving client needs. “We’re listening to our clients, especially affiliates who need tailored access to data,” the Cutajar says, describing how the new APIs are designed to give affiliates actionable insights more attuned to their workflows.

On the tracking side, NetRefer is also upgrading essential tools like pixel tracking and dynamic variables, a response to the industry’s heightened demands for accuracy and adaptability. In parallel, integrations with traffic origin and quality, mobile tracking, and payment gateways are being developed to bolster NetRefer’s offerings even further, enabling new avenues for growth and opening doors to a wider market.

Navigating regulatory waters

The company’s approach to regulatory challenges reflects a proactive rather than reactive stance. According to NetRefer, R&D at the company encompasses more than just product development; it includes market trend analysis and regulatory foresight. “Staying ahead of industry shifts means anticipating changes, not just reacting to them,” Cutajarstates. To achieve this, NetRefer has built a network of regulatory and industry experts, empowering them to adapt quickly to new regulations without sacrificing user experience or quality.

Collaboration with clients, NetRefer’s “strongest asset,” is also central to this strategy. By maintaining an open dialogue, NetRefer ensures that its products stay compliant and attuned to the real-world challenges its clients face. “Our clients’ insights are invaluable,” Cutajar affirms, underscoring the practical benefits of this ongoing consultation.

Maintaining an innovative culture

Amid rapid technological shifts, NetRefer remains grounded in a culture of continuous improvement. Built around the values of “Clear • Fair • Trusted,” the company’s cultural foundation has enabled it to stay resilient and consistent. “Drive, discipline, and consistency are non-negotiable here,” Cutajar adds, revealing a culture that isn’t just reactive but actively cultivates curiosity and innovation. Cross-functional collaboration is encouraged, allowing teams to test and refine new ideas without fear of failure. This commitment to a learning-oriented environment ensures that NetRefer remains adaptable, a critical asset in an industry that evolves almost daily.

Balancing innovation with operations

NetRefer’s approach to keeping pace with digital trends, while meeting operational demands, is centered on what they call “Continuous Education.” A dedicated Learning and Certification tool provides ongoing, on-the-job training, ensuring that every team member remains current with the latest in digital and AI technologies. The Cutajar points out a rising trend within the company: “We’re starting to cultivate an environment of focus.” This is designed to help team members prioritise effectively, balancing innovation with operational efficiency.

Client-centered development

Client feedback plays a fundamental role in NetRefer’s product development. The company has invested in collaboration tools and video conferencing technology, fostering a real-time dialogue with clients. Face-to-face industry events, like SiGMA, also serve as invaluable touchpoints for gathering direct feedback and brainstorming. “Our annual roadmap is guided by client insights,” Cutajar notes, explaining how this approach keeps NetRefer aligned with client priorities, continuously evolving to meet their needs.

Commitment to sustainability

As a final point, Cutajar highlights the company’s shift toward sustainable operations. “Sustainability isn’t just a cost-saver; it’s part of our DNA now,” they say. From adopting a “quasi-paperless” approach to exploring energy-efficient infrastructure, NetRefer views sustainability as not just an environmental obligation but a smart business strategy.

In a sector driven by data and ever-evolving technology, NetRefer has set its sights on becoming a leader not just in performance but in purpose. By keeping data, collaboration, and AI at the centre of its strategy, NetRefer is positioning itself to not only meet but anticipate the future needs of a rapidly changing industry. The company’s commitment to innovation, client collaboration, and sustainability underscores its vision of building lasting value—not just for its clients but for the industry as a whole.