Earlier this month, EveryMatrix confirmed that DeepCI, the analytics platform it recently acquired, had been integrated into the PartnerMatrix brand and rebranded to PartnerMatrix Intelligence. As part of the restructure, DeepCI founder Lewis Civin became CPO of PMi, while Vahe Khalatyan remained as PartnerMatrix CEO.
Here, Khalatyan and Civin tell SBC what makes the integration so integral and explain why their technology can increase the efficiency of affiliate programs.
CasinoBeats: Congratulations on the DeepCI rebrand to PartnerMatrix Intelligence. How crucial is this rebrand in underscoring the successful integration of the business since the acquisition last year?
Vahe Kalatyan/Lewis Civin: The coming together of both PartnerMatrix and PartnerMatrix Intelligence (formerly DeepCI) under the already well established and well recognised PartnerMatrix brand is extremely important to both maintain consistency and customer trust and show that our offering has become even more impactful for our customers.
PartnerMatrix has been among the leading affiliate management technologies for more than a decade enabling us to immediately present brands and affiliates with all the financial data they need. Until now, however, they have never had the ability to see the ‘why’.
Prior to this integration and combined power our both technologies customers were only able to see their first-time depositors (FTDs) or gaming revenue data from affiliates, but they didn’t know why. They would ask themselves, what was the exact reason for an increase in FTDs from an affiliate?
The introduction of PartnerMatrix Intelligence’s (PMi) AI-driven technology has changed that overnight. Monitoring more than 200 million global affiliate pages, it can see all the traffic there is and is instantly able to explain why these FTD levels change, a combination that has never existed before.
We’ll be showcasing our combined technologies at iGB Live in Amsterdam and exhibiting under one unified stand for the first time. No one else can match the tech firepower we have and both operators and affiliates can significantly boost their revenues and efficiencies by working with us.
CB: What impact has the integration of DeepCI/PartnerMatrix Intelligence had on your customers since January?
VK/LC: The impact has been significant and it means they now have everything they need at their fingertips from one source. Since the integration and officially bringing PMi under PartnerMatrix we’ve become an all-in-one solution that helps affiliates track, analyse and manage their data and programmes all in one place.
Every affiliate program requires software to track their affiliate traffic, and PartnerMatrix is an excellent provider, but what does not exist in the market is an understanding or an awareness of every single affiliate page in the world, and every brand being promoted on these pages.
PMi solves that. You can track your clicks, but what about the clicks you’re not getting, the clicks you were getting but you’re not getting anymore, and what about the clicks that your competitors are getting? We can identify and analyse all that.
Operators that start working with affiliates couldn’t previously estimate their revenue or their traffic. They relied on affiliate statistics. Affiliates tell them which pages have converted well and which position has converted well, but they can’t have real estimates.
Our customers can use one tool to manage all their operations. Using our software they will be able to find the top affiliates in all the GEOs they need. When an affiliate wants to register, they will be able to check affiliate traffic and affiliate quality directly from our software. They will see from which sources the traffic comes and analyse which source is more beneficial for them to use. Now with PMi, they also have the intelligence to turn financial estimates into meaningful, actionable real-life decisions that will significantly benefit them both short and long term.
CB: What improvements can you now offer to both affiliates and operators via PartnerMatrix Intelligence?
VK/LC: PartnerMatrix Intelligence is an intelligence platform for the betting and iGaming industry, offering game-changing data tracking for both operators and affiliates.
Using proprietary technology, it knows every affiliate website promoting a brand(s)/site(s) and its competitors’ brands and sites.
Monitoring 200 million individual global affiliate pages to automate affiliate tasks, it identifies traffic opportunities and helps iGaming brands and affiliates maximise the value of each affiliate website, optimize affiliate programs, and drive profitable partnerships.
It is a software-as-a-service suite of data tracking tools and platform that covers multiple channels including SEO, PPC, Telegram and YouTube allowing operators and affiliates to take instant data-driven, revenue generating, efficiency-making actions:
Operators
- identify every global affiliate site promoting their brand(s) and their competitor’s brand(s)
- monitor if their brand(s) are on the most valuable affiliate sites
- track which pages drive the best traffic
- 24/7 visibility of where their brand(s) is/are placed
Affiliates
- individual and/or group-wide competitor analysis & benchmarking, brand promotion tracking, traffic monitoring, keyword rank tracking
- view the most up-and-coming brands and their promotional activity
- provides alerts and notifications when significant trends/shifts occur
- benchmark performance versus competitors and identify areas for improvement/optimisation
CB: How essential is data management in the affiliate space and how does PartnerMatrix Intelligence stand out from the crowd in this regard?
VK/LC: Data management is vital across the industry but crucial in affiliate marketing. In a largely digital sector such as iGaming we’ve noticed a surprising irony. A large portion of daily life for both operators and affiliates still relies on carrying out manual work on spreadsheets and the industry has been crying out for data automation that works, is reliable, intuitive and ultimately makes more money.
At PartnerMatrix, and the wider EveryMatrix group, we firmly believe that by harnessing AI and automated technologies, and by integrating it within the most relevant parts of our business, it can have a hugely positive impact on our customers and specific roles within their affiliate and operator brands.
PartnerMatrix Intelligence is offered both as part of the existing PartnerMatrix platform or as a standalone platform. What is the significance of offering this flexibility and how does each option cater to different customers?
VK/LC: Using the combined power of PartnerMatrix and PartnerMatrix Intelligence, affiliates and operators can manage, track and analyse all their activities, their competitors and key trends across millions of data points – all in real-time from an easy to use, central location, empowering them to make instant decisions to drive further efficiencies and maximise revenues.
They can discover the most profitable affiliate channels using the power of both platforms and tools. Using proprietary technology we overlay keyword and traffic data with FTD and Net Gaming Revenue data from PartnerMatrix, allowing customers to:
- view revenue per click per affiliate sent to a specific brand(s)
- find the exact affiliate page that brings the most FTDs
- identify similar pages on other affiliate websites that do not currently promote specific brand(s)
- ensure correct affiliate links used on every affiliate page worldwide
The integration of PartnerMatrix with PMi enables the analysis of every affiliate globally, helping customers to discover the most relevant platforms to promote their iGaming brand or brands.
CB: What can readers expect to see from PartnerMatrix in the next few months and how will you further improve the experience for your customers?
VK/LC: At PartnerMatrix Intelligence we index, which means we visit, take a photo of and analyse the pages of every affiliate website in, as of now, over 70 countries. We aim to add many more so eventually no stone is left unturned and we’ve covered the entire globe.
We’re currently tracking all LatAm, most of Africa, and other emerging markets such as the Gulf and Eastern Europe plus Northern Europe and the Americas.
We’re giving our operators the ability to look at marketplaces they’re not in without going into a different piece of software. They can stay on one site and view any market that they’re interested in, whether it’s a popular market such as LatAm or somewhere else.
In new markets a lot of affiliates start operating so by using our Intelligence tool our operator customers will be able to see new affiliates coming in the market, to analyse their data and see changes, like if one page starts working better than another one. Therefore, the PMi tool is very useful for new markets.
Meet the PartnerMatrix team at iGB Live between 16 to 19 July on stand 10-D50!
