PartnerMatrix: Putting the why into AI

How many times a day do you hear the words ‘artificial intelligence’ or ‘AI’ within our own industry, let alone the wider world? I bet it’s more times than you use ChatGPT. 

Getting answers quicker, more efficiently and more cost effectively is what AI is largely designed to do; automate tasks that we as humans take far longer to carry out than machine learning, which becomes more, not less, intelligent the more information it’s fed… unlike us. 

According to the International Monetary Fund (IMF), 40% of global employment is exposed to AI, rising to 60% in developed countries, while the McKinsey Global Institute estimates that in just six years’ time, tasks that account for 30% of the hours now worked across the US could be automated. 

There’s no doubt AI’s speed in boosting productivity is central to its success and, as an industry and wider society, we need to learn how to use it to enhance, rather than take over, our working lives. 

There are some encouraging signs. For example, new research in the UK carried out by the Institute for the Future of Work (IFOW) – Imperial College London and Warwick Business School support this – found that more than 75% of 1,000 firms that had adopted AI in the past three years said its use had created new roles and that job quality had improved.

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 EveryMatrix we firmly believe that by harnessing AI and integrating it within the most relevant parts of our business, it can have a positive impact on our customers and specific roles within their affiliate and operator brands. 

Introducing the ‘why’

So far, no one in igaming has put the why into AI. This is the reason we’ve brought together PartnerMatrix, the industry’s leading affiliate management platform, and PartnerMatrix Intelligence (formerly DeepCI). 

Prior to this integration and combined power, customers were only able to see their first-time depositors (FTDs) or gaming revenue increase from certain 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 AI technology has changed that overnight. Monitoring over 200 million global affiliate pages, we can see all the traffic there is and we’re instantly able to explain why these FTDs levels change, a combination that has never existed before. 

This enables us to immediately present brands and affiliates with all the financial data they need plus the ‘why’; pinpointing the precise pages anywhere in the world that bring brands the most FTDs.

Armed with this AI-driven data, our customers can discover the most profitable affiliate channels, in turn improving their existing channels and finding new channels promoting competing operators. 

We do this by using proprietary PartnerMatrix Intelligence technology that overlays keyword and traffic data with FTDs and net gaming revenue data from PartnerMatrix, allowing you 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 are being used on every affiliate page worldwide  

Endless possibilities

Joining these elements together allows us to truly unleash the power of AI, providing analysis of every affiliate globally and helping customers to discover the most relevant platforms, sites and pages across any website in the world to promote their igaming brand(s). 

Without AI and integrating it within our proprietary tools and technologies, this simply wouldn’t have been imaginable several years ago. Today, we can offer customers one source to manage all their affiliate business. They needn’t go anywhere else ever again. 

This technology now caters to every need, and its power will increase every time it is used. This enables operators to:  

• identify every global affiliate site promoting their brand(s) and their competitors’ brand(s) 
• monitor if their brand(s) is/are on the most valuable affiliate sites  
• track which pages drive the best traffic 
• have 24/7 visibility of where their brand(s) is/are placed 

Likewise, affiliates will be able to: 

• have individual and/or group-wide competitor analysis and benchmarking, brand promotion tracking, traffic monitoring, keyword rank tracking  
• view the most up-and-coming brands and their promotional activity  
• have alerts and notifications when significant trends/shifts occur  
• benchmark performance versus competitors and identify areas for improvement/optimisation  

When you’re dealing in big data, analysing around 200 million affiliate pages a week, it’s easier to index and keep an eye on pages you know about; pages where you exist. It is more difficult to identify pages where you don’t appear and affiliates you’re not working with. It’s that scale that will help monetise and significantly accelerate your customer growth. 

AI provides our industry with endless opportunities to use data to our advantage and create tools that significantly enhance our technologies, brands, roles and futures.

Simply having a piece of software without an advanced intelligence tool is no longer an option.

Lewis Civin is the chief product officer of PartnerMatrix Intelligence (formerly DeepCI). He co-founded DeepCI in 2021, which was later acquired by EveryMatrix in 2023. Civin is an experienced CEO with a successful track record of founding and working within successful SaaS businesses.

With strong entrepreneurial skills, he has connected large groups of customers with AI and machine learning software engineering that directly improves their profits. Meet Civin and the PartnerMatrix team at iGB Live!, 16 to 19 July, stand 10-D50.