This week we’re heading behind the curtain of Cellxpert’s product development team to interview Arina Tokolenko as she shares more about how the product team works and why customer feedback is so important to the continued success of our client affiliate programs and tracking.
Tell us about your role as Lead Product Manager at Cellxpert – what does this role entail?
A: In my role as Product Owner at Cellxpert, I play a crucial part in shaping the roadmap of our product delivery. I focus on optimizing the functionality and the user experience of our product to meet the evolving demands of the affiliate marketing industry and ensure our product aligns with the strategic goals of the company. Our team is constantly overseeing the entire product lifecycle, from conceptualization to delivery to make sure our product helps the clients to build trustful relationships with their partners.
You recently attended the SIGMA conference in Malta – what were the most common questions (and answers) you got from the client meetings hosted there?
A: Clients frequently inquire about the scalability of our platform and how Cellxpert addresses the specific challenges they face in managing iGaming affiliate marketing programs. Common questions focus on customization options, data security, integration and migration capabilities. Our responses typically highlight our commitment to scalability, the wide array of system customizations, industry-leading data security measures, seamless integration and migration processes. These aspects enable our clients to effectively optimize their affiliate marketing strategies.
What is the one feature you think is a game-changer on Cellxpert for operators – and why?
A: I want to highlight a particular feature that holds great value for system administrators, which is our automatic Invoicing process. This functionality enables the automation of the entire invoicing process, from finalizing the month end payments to generating highly customizable invoices for affiliates who are in effect business partners and need to record actual payments in the system for business accounting purposes. The feedback from clients utilizing this feature has been truly remarkable!
How does Cellxpert differentiate itself from other tracking solutions? What do you feel are the biggest USPs clients need to know about and use more frequently to manage their partner programs more efficiently?
A: Cellxpert distinguishes itself through a combination of cutting-edge technology and a client-centric approach. Our biggest USPs include real-time tracking and granular reporting, which enhance efficiency and transparency by providing the most accurate data to all parties: Admins, Affiliate Managers, Finance teams, and, of course, Affiliates themselves.
Another crucial aspect that clients should be aware of is Cellxpert’s seamless and smooth migration capabilities from any affiliate program. We understand that transitioning between systems can be a challenging process, and our platform is designed to ensure a hassle-free shift. Whether you are migrating from another tracking solution or implementing an affiliate program for the first time, our team is dedicated to facilitating a seamless transition, minimizing disruptions, and ensuring that clients can swiftly harness the benefits of our advanced features.
You recently developed a new Tag Manager function – how did that feature come about? How are your clients using it effectively to improve partner management tasks?
A: The Tag Manager function was developed in response to feedback from our clients who expressed a need for more streamlined control over their tracking and analytics. This feature allows clients to manage the affiliates segmentation and generate reports based on the segmentation. Clients have found this especially effective when managing different marketing channels such as affiliates, networks, internal campaigns and more in one system, resulting in improved precision, ease of use, and significantly decreasing the manual work in order to get insights of the marketing performance.
What’s the best part of your job? Why do you want to solve problems for Operators and Affiliates?
A: Over the past five years, I’ve been an integral part of the exceptional Cellxpert Team and have dedicated myself to the product because I firmly believe in its potential to enhance people’s workflows. This approach enables us to promptly identify and address clients’ issues with optimal efficiency. Moreover, after each system improvement, we receive immediate feedback directly from our clients, contributing to a truly enriching user experience.
What are some of the upcoming features you can share that are going to get an upgrade or revision in 2024?
A: While specific details are subject to our development roadmap, we are excited about enhancing communication with affiliates and finance aspects of affiliate program management. Our focus in 2024 is on providing our clients with even more robust tools and features to stay ahead in the competitive landscape of affiliate marketing. We remain fully committed to staying at the forefront of industry trends and technology, ensuring that our clients have the tools they need for continued success.
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