The iGaming industry is one of the most competitive sectors in affiliate marketing, and staying ahead requires leveraging intelligent data and technology. In a recent webinar, Lee-Ann Johnstone, founder of Affiverse, sat down with Artyom Matevosyan, Senior Sales Manager at PartnerMatrix, to discuss the latest strategies in iGaming affiliate channel optimization. Here are the key takeaways from their conversation…
The Importance of Data Intelligence in iGaming
In the world of iGaming, making data-driven decisions is not just a strategy—it’s a necessity. Lee-Ann and Artyom emphasized that iGaming affiliate managers must understand both the “what” and the “why” behind their data. While most programs can tell you what is happening—whether it’s an increase in first-time depositors (FTDs) or a decline in impressions—understanding why these trends occur is what truly sets a successful program apart.
Artyom explained that PartnerMatrix Intelligence offers a unique advantage by providing comprehensive insights into why certain data points fluctuate. This allows affiliate managers to make more informed decisions, ensuring they are always one step ahead of the competition. For example, if a website promises high traffic but fails to deliver, the data can quickly highlight this discrepancy, saving time and resources.
The Role of PartnerMatrix and Intelligence
PartnerMatrix serves as a CRM tool for managing affiliates, while PartnerMatrix Intelligence dives deeper into data analytics, providing insights that were previously unavailable to affiliate managers. Artyom described how the combination of these two platforms enables users to not only track their affiliate performance but also understand the underlying reasons behind their data trends.
Lee-Ann pointed out that affiliate managers often juggle multiple roles, from marketing and sales to account management and data analysis. The intelligence provided by these tools simplifies decision-making, making it easier for managers to focus on strategic growth rather than getting bogged down by numbers.
Real-Time Data: A Game Changer in Affiliate Marketing
One of the standout benefits of using a platform like PartnerMatrix Intelligence is the ability to access real-time data. This capability allows affiliate managers to address issues as they arise, rather than waiting until the end of a campaign to evaluate its success.
Artyom highlighted how real-time data can prevent common pitfalls, such as paying for low-quality traffic. He noted that while many affiliates may promise high-quality traffic, the reality can often be different. Having access to real-time data allows managers to make quick adjustments, ensuring that campaigns remain effective and budgets are spent wisely.
The Role of AI in Enhancing Affiliate Marketing
Artificial Intelligence (AI) is transforming how affiliate managers approach data analysis. Artyom emphasized that AI tools can process vast amounts of data much faster and more accurately than humans, freeing up affiliate managers to focus on building relationships and strategizing.
For instance, AI can help identify patterns and trends that might not be immediately apparent, such as seasonal fluctuations or the impact of external factors like Google algorithm updates. By automating data analysis, AI tools enable affiliate managers to make more informed decisions without being overwhelmed by the sheer volume of data.
Case Studies: Success Stories with PartnerMatrix
Artyom shared several case studies demonstrating the impact of PartnerMatrix and its intelligence tools. For example, one client in the Asian market saw a 270% increase in ROI after implementing a custom commission structure developed by Partner Matrix. Another client was able to establish relationships with 50 new affiliates within three months, significantly boosting their program’s reach.
These examples highlight the tangible benefits of using advanced data tools in affiliate marketing. Whether it’s increasing revenue by 20% over six months or optimizing commission structures to attract high-performing affiliates, the right technology can make a significant difference.
Best Practices for Affiliate Program Success
Both Lee-Ann and Artyom stressed the importance of having a skilled affiliate manager who understands the nuances of the iGaming industry. They noted that while technology is crucial, it’s equally important to have someone who can interpret the data and make strategic decisions based on those insights.
Artyom advised against hiring managers who rely solely on outreach tactics, such as cold emailing 100 potential affiliates a day. Instead, he recommended looking for candidates who can effectively use data to build relationships and negotiate better deals.
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Don’t miss our September Webinar… Top Problems Affiliate Managers Experience and How To Overcome Them! Brought to you by Everflow
Wed, Sep 4, 2024, 3:00 PM – 4:00 PM (BST)/ 10AM-11PM (EST)
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Our expert speakers will share strategies for effective communication, relationship management, and designing sustainable commission structures.
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