CRM - ONLINE/OFFLINE Analysis
gaming sector. “The gambling industry accounts for a global spend of US$300bn , with 10-15 per cent of that total directed at the online sector,” states Mr. Martin. “Online gaming's proportion of that revenue is expected to grow to between 20-30 per cent in the next few years, with huge growth for specialist gaming online software providers.”
Customers already taking advantage of Unica's services in the online gaming sector include PartyGaming, Full Tilt and PKR, each taking the capability of Unica's comprehensive offline offer and utilising those skills online. These major online gaming companies have worked with Unica to assist in creating the tools they need to service their unique customers.
“During the dotcom boom, companies focused upon creating their websites and increasing the associated capabilities as the company expanded,” explains Mr. Martin. “Different departments in different buildings were added as part of necessity, but in creating an organisation in this way, the site's ability to treat its customers in one seamless way becomes increasingly difficult. As time has passed it has become more and more important to interact with the customer and deliver the same unified message.
“Land-based business are very aware that any offer they make on their website, must be mirrored in exactly the same way in-store. It seems obvious, but the practicalities of coordinating both the offline and online message has presented serious challenges to companies desperate to exploit these multiple channels, but practically at a loss as to how to achieve it. “Coordinating an online and offline message or action can be easy to say, but very difficult to achieve,” acknowledges Mr. Martin.
One of the reasons why Unica has shown itself to be so successful in the field of CRM can be traced back to the start of online gaming. From the outset, web analytics became the prime focus of online gaming company's marketing departments as they became especially eager to micro-analyse their customer traffic.
“At the start it was all about activity,” confirms Mr. Martin. “How many people, how often, what time of day. These were the figures thrown up at the time. That's what the guys in analytics were being asked by the business. However, we have seen a significant shift away from this model towards player behaviour level analytics. What is the person doing on the site, outside of the game? What is the importance of that activity? Operators want to understand relationships between
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