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Interview with Arthur Yulbarisov – CPO at Alanbase
AffPapa recently spoke with Arthur Yulbarisov, the CPO at Alanbase. Arthur covered their user-centric product design, trends in affiliate marketing, as well as his personal journey to product development and much more.
Alanbase is an affiliate program software company with more than 100 clients, including BetBoom, GloryPartners, and 4rabet. The tool adapts to any niche and vertical. You can launch an affiliate program for the brand and create your multi-vertical CPA network. In addition, the platform is helpful for media buying teams, allowing them to track targeted actions and evaluate the effectiveness of various traffic sources with flexible management.
Yeva: You’ve had quite a journey to becoming the CPO of Alanbase. What’s the story behind how you got into product development?
Hello everyone, nice to meet you! The path was quite interesting, since childhood, I have been interested in computers. I have always studied everything related to IT in parallel with my education, attended courses, participated in competitions, and even won prizes. Then, I had a fashionable online clothing store on social media where I got to know marketing intimately. After some time, I learned about the affiliate industry and affiliate programs and began to try to work with them, applying my knowledge. I was enticed to Alanbase by their HR, the conditions they offered completely satisfied me + it completely coincided with the niche of my interests. I started as the usual technical support and very quickly became a product manager because my experience and background allowed me to see any task a little wider. I have been working as a CPO for more than a year. I have gone all the way to participate in the affiliate program on both sides and therefore understand what both the affiliate and the advertisers need.
Yeva: Alanbase is designed “by experts, for experts.” Can you share a moment when you felt, “Yes, this is exactly what our users need”?
Alanbase was initially created for internal needs, i.e. we knew exactly what our users needed, and at some point, we decided to try to offer it to our colleagues. They became our first customers. Then word of mouth did its job, and surprisingly, these people were just as pleased with our software and began to recommend it to their friends. Thus, we have grown from our requests into a full-fledged product that our customers like. We still have a lot to do, but I’m sure we’re on the right track.
Yeva: You’re serving a pretty diverse crowd, from iGaming to e-commerce. How do you stay in touch with what each industry really needs?
It’s very simple here—we constantly communicate with our customers. The backlog is based on their real requirements. Customers can influence the development of the product, and all their requirements are implemented over time. When you work with customers’ direct needs, both current and future, you will always get what the market needs.
Yeva: One of Alanbase’s strengths is helping businesses spot inefficient channels and switch to better ones. Can you explain how this process works? And do you ever see clients surprised by which channels are underperforming versus those generating growth?
We have a pretty powerful combination of unique integration and a reporting module. Due to this, you can build reports any way you want, using unique data that we can display in statistics and create completely unique metrics. In addition, we have a cohort analysis module, which is a must-have because it allows you to analyze traffic not at the moment but over a period of time. For example, an affiliate has brought you traffic, and you want to evaluate the effectiveness of this cohort, let’s say, after 6 months. In the classic story, this will be done on the side of your data warehouse, but in Alanbase, it is possible to do it right inside the platform.
Yeva: Alanbase clearly values security, from SSL encryption to real-time backups. What do you think is the most common mistake companies make when it comes to security, and how does Alanbase stay ahead of the curve?
The biggest value of companies is the data about their customers. We know affiliate systems that force us to send customers present data, thus making it essentially our base with the vendor. This is not a very secure story, for example, in Alanbase, everything is based on depersonalized identifiers, and we don’t really know anything about your players. Also, some platforms force you to send data only in a certain format that is convenient for them. In Alanbase, you decide for yourself what you want to send to the platform and how to display it.
Yeva: With your product-focused role, I’m sure you’re full of ideas. Is there anything you’ve always wanted to build or add to Alanbase that is still on your “maybe one day” list?
To be honest, we are at the beginning of our journey. We have laid a super foundation for growing into a large ecosystem of products that will serve affiliate marketing. Our partners give us many ideas that will be implemented in the future, plus our own exciting ideas. So follow us—we will surprise you!
Yeva: You’ve got a front-row seat to everything happening in affiliate marketing and performance optimization. What’s a trend you believe businesses should be focusing on more but aren’t getting around to doing so?
Lately, I have been hearing more and more that it is not enough just to make a product for the consumer. Consumers began to pay attention to the service, attention to them, and their requests from vendors. Unfortunately, we know a lot of examples when you can make a fantastic product but completely kill it with the service and the staff’s level of professionalism. At Alanbase, for example, we pay special attention to this because we understand how important it is for our partners to feel that we are partners and can rely on each other.
Yeva: What do you do to refuel and relax when you’re not working on a new product? Do you have any interests or passions outside of tech?
As I said, working at Alanbase coincides with my interests, so sometimes the line between where I do my hobbies and where I do my work gets blurred. I like walking in the fresh air to think and unload my head. In general, I am interested in almost everything in the world, and I am very sorry that we cannot cover all areas and know everything, try everything, and realize everything.
If want to learn more about the platform and all it has to offer, make sure to check out a more detailed review of Alanbase.
Company: Alanbase
Interviewee: Arthur Yulbarisov
Date: 28.10.2024
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