AFFILIATE EYE
iGB Affiliate last spoke to PartnerMatrix CEO Vahe Khalatyan immediately following the acquisition of the DeepCI affiliate intelligence platform . Back then he laid out his vision of an upgraded version of PartnerMatrix by the end of 2023 .
The full merger of the DeepCI products and team into the PartnerMatrix business may have taken longer than Khalatyan would have liked or anticipated . But Khalatyan , interviewed this time alongside DeepCI founder Lewis Civin , is convinced PartnerMatrix now has what it takes to deliver on his goal of becoming the undisputed market leader in the igaming affiliate software space .
The evolution sees DeepCI rebranded as PartnerMatrix Intelligence and the whole entity will operate from the same website . Echoing a core rationale for the deal that made the combination so potentially compelling , Civin tells iGB Affiliate that its clients “ have always been the same ”. The option to take each product as a standalone will remain : “ You could be a PartnerMatrix Intelligence user only and not be forced into using the PartnerMatrix platform and vice versa ”, but , he adds , there will be “ tremendous advantages to using both ”.
The big bang
PartnerMatrix has historically provided the marketplace with acutely accurate financial data based on clicks while DeepCI provides a deep understanding of changes in affiliate traffic . Apart , each product necessarily ventured into the realms of educated conjecture when it came to gaining a reliable overview ; together they provide the market with something that didn ’ t previously exist .
Khalatyan says PartnerMatrix is now a genuine all-in-one solution for programmes , from the software tools to manage and track your affiliates and provide them with data , to being able to analyse markets and traffic changes where they want to start up , as well as track down best-fit affiliates .
Let ’ s get to work
A year on from acquiring the pioneering DeepCI affiliate intelligence tool , PartnerMatrix is confident that its newly combined offering has the USP required to become igaming ’ s No1 affiliate management solution . PartnerMatrix CEO Vahe Khalatyan and Lewis Civin , CEO of the renamed PartnerMatrix Intelligence , share lessons from their 12-month journey and explain why they think the new combination will prove so powerful
“ The intelligence tool will help you to find your placements and positional changes across affiliate websites ,” he explains . “ All these workflows will now be covered by PartnerMatrix . It ’ s always better to have one source to manage all your business rather than using different sources and software .”
Civin says it won ’ t stop there . “ The dream is to have every single value chain element used by an affiliate programme within [ the ] PartnerMatrix affiliate hub .”
Bumps in the road
This is not to say that the journey has been straightforward , as integrations rarely are . Teams working from different countries and time zones is just one of the challenges they faced , but the impetus for overcoming obstacles normally comes from within and so it was for the integration of DeepCI into PartnerMatrix . “ It comes from the top ,” says Civin . “ Both Vahe and I are very excited about the opportunity and share that downwards . Both teams are going to make more money and add more value to our clients as a result of this merger .”
In fact , the two teams turned the hurdles , such as the different time zones , into opportunities . “ As one team finishes for the day , they can upload work ,” observes Civin , “ and
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