Alexey Sparivak – CPA Lead at PrimeXBT Partners


Marketing leaders – Introduction

In the dynamic world of adtech and affiliate marketing, navigating the complex landscape can be daunting for newcomers. In May’s edition of “Marketing Leaders, Navigating the Digital Horizon”, we have the pleasure of speaking with a seasoned expert in the field with a wealth of experience across various facets of this industry. Joining us is Alexey Sparivak, currently serving as the CPA Lead at PrimeXBT Partners, where he brings his extensive knowledge in team management, cryptocurrency trading, and more to the table.

With a career that spans key roles in affiliate marketing and media buying, Alexey has honed his expertise in conversion optimization, analytical skills, and affiliate management. His journey through various prominent companies has equipped him with the insights and practical knowledge necessary to excel in this field.

In this interview, we will explore Alexey’s insights, tips, and experiences, providing a comprehensive guide for newcomers eager to succeed in adtech and affiliate marketing. Whether you’re looking to optimize your conversion rates, manage traffic effectively, or understand the intricacies of affiliate management, Alexey & the Swaarm team are here to share their valuable perspectives and practical advice.


The guide to cracking the code of Adtech and unveiling Affiliate Marketing, for Beginners

What drew you to work in this industry and what keeps you motivated?

I’ve always been fascinated by the intersection of technology and marketing. The adtech and affiliate marketing industry perfectly blends these two areas, offering a dynamic and innovative environment. What initially drew me in was the opportunity to work with cutting-edge technologies and data-driven strategies to create impactful marketing campaigns.

What keeps me motivated is the constant evolution of the industry. There’s always something new to learn, whether it’s a new tool, a shift in consumer behavior, or an emerging trend. The challenge of staying ahead and continuously optimizing campaigns to achieve better results is incredibly exciting. Additionally, the ability to directly see the impact of my work, from improving conversion rates to driving revenue, provides a strong sense of accomplishment and drives me to keep pushing boundaries.

Another significant motivation is the collaborative nature of this industry. Working with talented teams and partners, sharing knowledge, and collectively solving problems creates a stimulating and supportive environment. It’s rewarding to be part of a community that values innovation and continuous improvement.


What key skills should someone develop if they are interested in entering the adtech and affiliate marketing field?

To succeed in the adtech and affiliate marketing industry, it’s crucial to develop a mix of technical and marketing skills. Here are some key areas to focus on:

  1. Analytical Skills: Understanding and interpreting data is fundamental. You’ll need to analyze campaign performance, identify trends, and make data-driven decisions. Familiarity with analytics tools like Google Analytics and platforms offered by companies like Swaarm is beneficial.
  2. Technical Proficiency: Having a basic understanding of tracking systems and ad networks is important. Learning HTML, JavaScript, and basic coding can be helpful. Additionally, being comfortable with campaign management tools is essential.
  3. Marketing Acumen: A solid grasp of digital marketing principles, content creation, and consumer behavior is vital. Understanding how to craft compelling messages and create engaging campaigns will help you connect with your target audience.
  4. Communication Skills: Working with clients, team members, and partners requires clear communication. Being able to articulate your ideas and strategies, and listen to feedback, is crucial for collaboration and success.
  5. Problem-Solving Abilities: The industry is fast-paced and constantly changing, so strong problem-solving skills are essential. You’ll need to navigate obstacles and find innovative ways to optimize your campaigns.
  6. Adaptability and Continuous Learning: Given the rapid evolution of technology and marketing trends, being adaptable and committed to continuous learning is key. Stay curious, keep up with industry news, and be open to new tools and techniques.

By focusing on these skills, you’ll be well-equipped to enter the adtech and affiliate marketing industry and thrive in this dynamic industry.


How important is technical knowledge versus marketing acumen in this industry?

Both technical knowledge and marketing acumen are crucial in the adtech and affiliate marketing industry, and their importance can vary depending on the specific role.

Technical Knowledge: Understanding how tracking systems such as Swaarm, analytics tools, and ad networks operate is essential. Technical skills enable you to implement, monitor, and troubleshoot campaigns effectively. For example, knowing how to set up tracking pixels, analyze data feeds, and use automation tools can significantly enhance campaign performance.

Marketing Acumen: Equally important is the ability to craft compelling marketing strategies. This includes understanding consumer behavior, creating engaging content, and optimizing user experience. Marketing skills help you connect with your audience, create persuasive messaging, and ultimately drive conversions.

Balancing Both: A successful professional in this field often needs a balance of both. Technical skills ensure you can manage and measure your campaigns accurately, while marketing acumen ensures those campaigns are effective and resonate with your target audience.

For beginners, it’s beneficial to start with a solid foundation in one area while gradually building expertise in the other. This balanced skill set will provide a comprehensive understanding of the industry and improve overall effectiveness in your role.


What entry-level positions should newbies look for, and how can they progress in their careers?

For newcomers to the adtech and affiliate marketing industry, several entry-level positions can provide a solid foundation and valuable experience:

  1. Junior Affiliate Manager: This role involves managing relationships with affiliate partners, helping to recruit new affiliates, and assisting in campaigns’ execution. It’s a great way to learn the basics of affiliate marketing and develop communication and negotiation skills.
  2. Marketing Coordinator: In this position, you’ll support the marketing team with various tasks such as campaign execution, content creation, and performance tracking. It offers a broad overview of marketing strategies and tools used in the industry.
  3. Media Buyer Assistant: Assisting with the planning and purchasing of advertising space, this position helps you understand the media landscape, negotiate deals, and optimize ad spend.

Progression in Your Career:

  1. Build Your Skills: Continuously develop both your technical and marketing skills. Take online courses, attend industry webinars, and stay updated with the latest trends and technologies.
  2. Gain Experience: Seek opportunities to work on diverse projects and campaigns. Hands-on experience is invaluable and helps you understand different aspects of the industry.
  3. Network: Connect with industry professionals through events, online communities, and social media. Networking can open doors to new opportunities and provide insights from experienced peers.
  4. Seek Mentorship: Find a mentor who can guide you through your career. A mentor can provide advice, share their experiences, and help you navigate challenges.
  5. Continue Learning: The adtech and affiliate marketing industry is always evolving. Stay curious and proactive in learning to ensure you remain competitive and can seize new opportunities as they arise.

By starting in an entry-level role and strategically building your skills and experience, you can progress to more advanced and specialized positions in your career.



What essential tools and platforms should a beginner familiarize themselves with?

For beginners entering the adtech and affiliate marketing industry, getting acquainted with the following tools and platforms can provide a solid foundation for success:

  1. Tracking Platforms: Understanding how tracking platforms work is essential for monitoring and optimizing campaign performance. Popular options include:
  • Google Analytics: Provides in-depth website analytics and conversion tracking capabilities.
  • Swaarm: Offers advanced tracking and attribution features tailored specifically for digital marketers and affiliate managers
  1. Ad Networks and Affiliate Platforms: Familiarize yourself with popular ad networks and affiliate platforms where you can run campaigns or monetize traffic:
  • Google Ads: Allows you to create and manage online advertisements across various Google properties.
  • Facebook Ads Manager: Provides tools for creating, managing, and analyzing Facebook and Instagram ad campaigns.
  1. Content Management Systems (CMS): Knowing how to work with CMS platforms can be beneficial for creating and managing landing pages and websites:
  • WordPress: A user-friendly CMS with a vast ecosystem of themes and plugins, ideal for building affiliate websites and blogs.
  • Shopify: A leading e-commerce platform that simplifies the process of setting up online stores and selling products.
  1. Email Marketing Tools: Email marketing is a powerful tool for engaging audiences and driving conversions. Some popular email marketing platforms include:
  • Mailchimp: Offers email marketing, audience management, and automation tools suitable for beginners and small businesses.
  • ConvertKit: Designed for creators and online entrepreneurs, ConvertKit provides intuitive email marketing and automation features.
  1. Social Media Management Tools: Effectively managing social media presence is crucial for many affiliate marketers. Consider using:
  • Hootsuite: Allows you to schedule posts, engage with followers, and track social media performance across multiple platforms.
  • Buffer: Offers similar features to Hootsuite, with a focus on simplicity and ease of use.
  1. Keyword Research and SEO Tools: Understanding search engine optimization (SEO) and keyword research can help improve organic traffic and rankings. Some useful tools include:
  • SEMrush: Provides comprehensive SEO and competitor analysis tools to identify keywords, track rankings, and optimize content.
  • Ahrefs: Offers similar features to SEMrush, with a focus on backlink analysis and content research.

By familiarizing themselves with these essential tools and platforms, beginners can lay a solid foundation for success in the adtech and affiliate marketing industry.


How can someone new to the industry stay updated with the latest trends and technologies?

To stay current in adtech and affiliate marketing, newcomers can adopt several strategies. Firstly, they should follow industry publications, blogs, and news websites such as AdExchanger and Marketing Land. Subscribing to newsletters from these sources provides timely updates. Secondly, enrolling in online courses and attending webinars hosted by industry experts on platforms like Udemy and LinkedIn Learning offers valuable insights. Finally, participating in industry events, joining online communities, and following influencers on social media platforms like Twitter and LinkedIn can keep them connected and informed about emerging trends.

By committing to continuous learning, experimenting with new technologies, and actively engaging with industry professionals, newcomers can stay ahead of the curve and succeed in the ever-evolving landscape of adtech and affiliate marketing.


What are some common challenges you face, and how do you overcome them?

In adtech and affiliate marketing, common challenges include ad fraud, attribution complexity, compliance, staying updated with technology, and balancing automation with personalization. We combat ad fraud by employing robust detection tools and monitoring closely. Advanced attribution models help us accurately measure campaign impact while staying compliant with regulations like GDPR is ensured through regular audits. Continuous learning keeps us updated with evolving technology, and we strike a balance between automation and personalization through strategic testing and optimization.


What are some key metrics that beginners should focus on to measure the success of their campaigns?

For beginners in adtech and affiliate marketing, focusing on the following key metrics can provide valuable insights into the success of their campaigns:

  1. Click-Through Rate (CTR): CTR measures the percentage of users who clicked on an ad or affiliate link compared to the total number of impressions. A higher CTR indicates that your ad or content is engaging and resonating with your audience.
  2. Conversion Rate (CR): Conversion rate measures the percentage of users who completed a desired action, such as making a purchase or signing up for a newsletter, compared to the total number of visitors. A high conversion rate indicates that your campaign is effectively driving actions and generating results.
  3. Return on Investment (ROI): ROI calculates the profitability of a campaign by comparing the revenue generated to the cost of running the campaign. Beginners should track ROI to ensure their campaigns deliver positive returns and maximize profitability.
  4. Cost per Acquisition (CPA): CPA measures the cost incurred to acquire a new customer or lead. It helps beginners understand the efficiency of their campaigns in acquiring desired actions at a reasonable cost.
  5. Customer Lifetime Value (CLV/TLV): CLV/TLV estimates the total revenue generated by a customer over their lifetime. Beginners should focus on maximizing CLV/TLV by nurturing relationships with customers and encouraging repeat purchases.
  6. Return on Ad Spend (ROAS): ROAS measures the revenue generated for every dollar spent on advertising. Beginners should aim for a ROAS greater than 1 to ensure that their advertising investments are yielding positive returns.

By tracking these key metrics, beginners can assess the effectiveness of their campaigns, identify areas for improvement, and optimize their strategies to achieve better results in adtech and affiliate marketing.


How important is networking in this industry, and what are some good ways to build a professional network?

Networking holds significant importance in the adtech and affiliate marketing industry, serving as a cornerstone for career advancement and business growth. Establishing and nurturing professional connections opens doors to valuable opportunities, fosters collaboration, and keeps individuals informed about industry trends and best practices.

One effective way to build a professional network is by actively participating in industry events, conferences, and meetups. These gatherings provide invaluable opportunities to connect with peers, exchange ideas, and learn from industry leaders through panel discussions, workshops, and networking sessions. Engaging in meaningful conversations and building relationships at these events can lay the foundation for long-term partnerships and collaborations.

Online platforms also play a crucial role in networking within the industry. Social media platforms like LinkedIn and Twitter offer avenues to connect with professionals, join industry-specific groups, and participate in discussions. Engaging in online communities, forums, and groups dedicated to adtech and affiliate marketing allows individuals to share insights, seek advice, and expand their network beyond geographical boundaries.

Moreover, networking should extend beyond formal events and online platforms. Informal gatherings, such as coffee meetings or industry mixers, provide opportunities for genuine interactions and relationship-building. Engaging in informational interviews with professionals in the industry, expressing genuine interest, and offering value through insights and experiences can help expand one’s network organically.

In summary, networking is essential in the adtech and affiliate marketing industry, offering numerous benefits for career advancement and business success. By actively participating in industry events, leveraging online platforms, seeking mentorship, and engaging in genuine interactions, individuals can build a robust professional network that opens doors to new opportunities, fosters collaboration, and drives growth in the industry.


Alexey, to sum it up, how can someone determine if a career in adtech and affiliate marketing is the right fit for them?

Determining suitability for a career in adtech and affiliate marketing involves considering various factors. Firstly, individuals should assess their passion for both marketing strategies and technological innovations. They should enjoy analyzing data, understanding consumer behavior, and utilizing digital platforms.

Adaptability and problem-solving skills are crucial, as the industry evolves rapidly, requiring professionals to adapt quickly and find creative solutions. Strong analytical skills and the ability to interpret metrics are also essential for optimizing campaigns and driving results.

Effective communication and relationship-building are paramount for collaborating with team members, clients, and partners. A results-driven attitude is necessary, as success is measured by tangible outcomes such as ROI and conversion rates.

Moreover, a willingness to continuously learn and adapt is vital, given the industry’s fast pace of change. Exploring internships, attending industry events, and seeking insights from professionals in the field can provide valuable guidance for those considering a career in adtech and affiliate marketing.