Pulse


DATA SATURATION INTELITICS


Intelitics: Operators must change their approach to data


With many operators feeling they have reached a point of data saturation, Allan Petrilli, VP of Sales and Growth at Intelitics, explains why


Allan Petrilli, VP of Sales and Growth, Intelitics


With so much data available to operators, it could be argued that we have reached a point of information overload. This is making it difficult for operators to identify the right data to solve the problem at hand – this means time is being wasted on data that is not relevant.


making a few small changes can leverage data power to drive growth.


Online gambling operators are fully aware of the power of data and the need to collect, store and analyse information in order to make informed decisions when it comes to growing their business. But this is something of a double-edge sword.


It is no good just gathering as much data as possible; operators must understand the problem they are trying to solve and then use the correct data to make decisions about what action or actions to take. Different problems need different data, and this is key.


But with so much data available to operators, it could be argued that we have reached a point of information overload. Tis is making it increasingly difficult for operators to identify the right data to solve the problem at hand – this


means time is being wasted on data that is not relevant. In order to deep dive into this, it is best to take a specific example, and explore.


Given user acquisition is my focus day to day, let’s start there. Tis is just some of the data that operators now have access to:


Traffic type: Search, Social, SEO, Native, Push, Email, SMS, etc.


Targeting: Location, device type, demographic information, Interests, and additional targeting parameters


Player data: Gender, Age, Income, playing behaviour, favourite bets, etc.


Promotions: Type of promotions that are


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