Artem Fedin on Streamlining Affiliate Reporting in iGaming

Artem Fedin, CEO of aff.studio, addresses the persistent challenge in the iGaming industry: fragmented performance data from multiple operator dashboards. He illustrates how aff.studio's tools aim to tackle issues affiliates face and enhance reporting efficiency.

Tackling Fragmented Data

Fedin identifies the primary issue as the lack of shared standards in affiliate reporting. Each operator's data system uses its own definitions for key metrics such as active player and NGR. This disconnect forces affiliates to manage multiple dashboards without a unified view. Aff.studio developed its solutions, CasinoMass and AffStata, from an internal need to consolidate data, allowing for streamlined management and decision-making.

The Underlying Industry Challenges

The difficulty lies not in technology but in varying standards and incentives. Operators lack commercial pressure to standardize, while affiliates, often too fragmented, cannot demand industry-wide changes. "The real issue isn't whether the work gets done," says Fedin, "it's whether a person does it manually or a system automates it."

Common Affiliate Mistakes

Fedin highlights three frequent errors affiliates make:

• Inconsistent Comparisons: Affiliates often compare metrics like player activity across platforms operating in different time zones and currencies, leading to inaccurate reports.
• Reading Absolute Figures: While revenues might increase with more traffic, the lack of insightful ratios can mask the true effectiveness of a program.
• Short-Term Analysis: Evaluating performance on a monthly basis can blur the distinction between a true decline and normal data fluctuations.

Tracking ratios, such as click-to-registration, over time helps identify discrepancies that might not be apparent otherwise.

The Complexity of Tracking

Modern tracking issues include late or double postbacks and evolving browser privacy settings that degrade cookie tracking. Fedin warns that tracking failures often occur silently, with affiliates noticing only diminishing numbers rather than visible errors. He stresses the importance of having a second data source for verification and regular reconciliation to prevent unnoticed losses.

The Impact of Automation and AI

Automation's current value primarily lies in data collection and cleaning. Although often undervalued, this process becomes crucial in ensuring timely and accurate analysis. Fedin cautions that reliable data must precede automation and AI efforts, as flawed data leads to "confident, well-written nonsense."

Recognizing Overlooked Metrics

Fedin sees long-term player quality and retention data as frequently overlooked yet vital metrics for measuring program success. Affiliates should consider metrics beyond initial conversions to better assess program value.

Lessons from aff.studio's Journey

Fedin learned that trust is pivotal in this business, more than any feature set. Affiliates take significant revenue risks when relying on external tools. Communicating clearly about product capabilities is essential to building trust. Additionally, understanding the true challenges faced by affiliates requires extensive dialogue with diverse stakeholders.

Beyond a Reporting Platform

Fedin aims for aff.studio to be an infrastructure solution for affiliate businesses, addressing not only reporting but broader operational needs. He envisions tools designed for affiliate operators rather than focusing solely on casino operators, emphasizing a computationally serious approach to the business side of iGaming.