CRM - ONLINE/OFFLINE Analysis


Second, there’s the anonymous player. The unknown casual player who spends indeterminate time on the site, flicking through different options. It’s at this point the Unica software chooses to make them an offer to register and to start playing on the site.


“Depending on the organisation, offline marketing has been the primary focus of most gaming companies,” says Mr. Martin. “However, this marketing brain, the software engine, takes inputs from a number of different sources; responses to emails, web activity, direct mail responses etc., accumulating as much information about the customer as possible before


making a series of predictions. This real- time marketing capability has attracted a number of leading operators, with our view being that the majority of gaming companies will be using this kind of system by 2011. Why? Most marketeers rely on email campaigns, which are reactive, but limited in terms of player yields. It's becoming more and more important to deliver one-to-one offers, based on what players are doing right now while aligning this with self-learning capabilities. The result of this is that the most relevant offers are presented automatically to the player. This is a real- time presentation of the most relevant information they can deliver.”


G3i I ISSUE 2 I PAGE 59


Unica's viewis that if you have online


activity, you need to extract absolutely everything you can regarding player


behaviour.Obviously, it'smuchmore


difficult for the land- based operatorwith multiple geographic locations to gather the kinds of


omnipotent data


available to online operators.


Unica’s view is that if you have online activity, you need to extract absolutely everything you can regarding player behaviour. Obviously, it's much more difficult for the land-based operator with multiple geographic locations to gather the kinds of omnipotent data available to online operators.


“Land-based solutions are not simple or straightforward,” states Mr. Martin. “Where you have a high degree of customer segmentation it is particularly problematic. The key is to make the process as simple as possible. Only the operator will know the answer to those questions and from that only they can


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