Andrey Maltsev: ‘My Aim Is Securing Our Configuration Flexibility’

Andrey Maltsev, one of our Backend Developers and the key person behind the Merge Module, tells us about his approach to work and how it influences this powerful ETL component of our solution.

Andrey, tell us about your education and previous career path. You have always been focused on PHP development, it is clear. Did any of your past projects bear resemblance to 

I have always been interested in coding. So it was predictable that I entered a university to major in programming and math. However, after my first year, I quitted the school and joined a startup. As it seems to me, practice, successful projects, hands-on knowledge, and experience mean more than pure theory.

My first industry was a solution related to micro-loans. I am still proud of the fact that I got my first real-life experience as a developer. That project grew significantly and became a large company active all over the world. 

After that, I switched to cryptocurrencies where, again, I had a good chance to apply my skills to a challenging project. It was a cryptocurrency bot trader: as you can imagine, the project was quite complicated. Unfortunately, the cryptocurrency boom faded, Bitcoin fell, the volatility on the exchanges came to a close. As a result, the project was put on a hold. 

Now I am working at But it is all for the best. Digital marketing is also an interesting field. has been significantly improved since 2020. I mean our Macros, our Merge Module, our Connectors. What is your role in this process? 

Well, as far as I am concerned, I have spent much time working on the macros and I am still working on the Merge Module and adding new capabilities to it. 

What is your favorite feature you would like to discuss most? 

I would opt for the Merge Module in this context.

Why is it so?

For those who are not yet familiar with it, I would like to provide a brief description. The main idea of is dealing with enormous amounts of heterogeneous data taken from numerous sources and building a coherent picture on this basis. We need to align all the different pieces. That’s what the Merge Module does: it extracts, transforms, and loads data. ETL. As simple as that. 

Namely, it extracts data from the core of the system, transforms it the way our customers want, and puts the transformed data back into the core. Take a look at the picture. Yes, it wasn’t easy!

Before I joined I had already had something to do with such things. The main difference was that I utilized ready-to-use solutions to handle such tasks. I knew how an ideal tool was supposed to function when I started to develop the module. And that was the most interesting thing to do. I helped create a tool based both on my previous experience with third-party solutions and our common needs associated with 

Got it. By the way, as a developer, what was your main goal while working on the Module? 

My main aim was to secure the maximum level of configuration flexibility. We did it.

The second goal, equally important, was to create an easily expandable tool so that we could add new features quickly.

Finally, we wanted the Module to function smoothly, with only minor requirements concerning CPU and RAM.

There must have been, inevitably, some obstacles in this way. Could you please name them and tell us how you have managed to resolve them?

Initially, the configuration format of the Module was not convenient. Besides, it imposed a lot of limits on us. After some time, a new configuration format was developed and new tools to work with this new configuration format became available. It greatly simplified our work and made the customization more flexible.

Another problem was related to the specific properties of meta-data storage in our database. But we learned how to handle this problem.

We have already talked a lot about our team and values. But still, let me ask you. What makes you content as a team member?

First of all, it is my personal interest in digital marketing. Second, our team is fantastic. We know what we are doing, what we are doing it for, and how to do it.