Interactive DATA MANAGEMENT
app can be tailored to what they are interested in.
By reacting to knowledge about individual cus- tomer behaviour it creates “stickiness” by making it far easier for them to pursue their own areas of interest – generating greater loyalty and enhanc- ing retention.
It also means the customers are not irritated by irrelevant messages, which is going to be a highly important factor in customer retention as technol- ogy moves forward and messaging of all types increases.
MAKING THE MOST OF MARKETING One of the most substantial benefits of gaining
insight into the behaviour of individual customers is that it reduces the inefficient spend of market- ing budgets used in a blanket approach. Punters who habitually bet on football will no longer be targeted with offers and campaigns that relate to cricket, horse or motor-racing, in which they have no interest. The deadweight cost of using market- ing to urge customers to do what they would have done regardless, is eliminated.
Conversely, a customer who only bets on football via an app before kick-off on Saturdays, can be enticed to place bets during play, or before match- es at other times of the week via his desktop. Propensity modelling is a key input to determin- ing these ‘next best’ offers.
Furthermore, advanced analytics now allow an organisation to pull in information from social media so that the effectiveness of such marketing campaigns can be gauged and monitored; espe- cially in evaluation against competitor activity.
TIME FOR REAL TECHNOLOGY
Although many online gaming organisations are alive to these possibilities and have established
1 2 2
Discovery provides a rapid approach to testing ideas, looking for correlations between browsing and
transactions that allow an operator to intervene
positively and turn a waverer into a customer.
skilled analyst teams, they have yet to invest in the capability to deliver the granular data required for personalised analytics outlined above, giving them the ability to act on that infor- mation in real time.
The adoption of an analytical discovery platform, provides a work-bench for analysts to explore combinations of new data sources and new ana- lytical techniques and unearth the real nuggets of information and insight that make a substantial difference in customer handling and retention. This type of platform complements existing ana- lytical environments and newer file stores such as Hadoop.
Discovery provides a rapid approach to testing ideas, looking for correlations between browsing and transactions that allow an operator to inter- vene positively and turn a waverer into a cus- tomer.
The discovery approach means asking a set of questions not previously considered and if they do not yield actionable insights, moving on to the next set; quickly and efficiently.
EVOLUTION – NOT BIG BANG
To succeed in such a ruthless marketplace where there is little loyalty or differentiation, gaming operators need to invest in getting an actionable understanding of their customers, at a very gran- ular level. Basic analytics goes part of the way, but a discovery platform accelerates the process and enables analysts to explore many new avenues.
However, the maximisation of cost-benefit for an online gaming company embarking on this course, does not require an expensive big bang moment or any extra investment in manpower. It is about combining datasets so the business becomes hugely better at understanding what drives up revenue, giving it some remarkable tools to make sure it happens.
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