Pulse
PLAYER RETENTION OPTIMOVE
Optimove: Invest in connecting online and land-based data
Earlier this year, Optimove appointed Peter Miles as the company's Director of Sales to oversee enterprise sales for the iGaming and iLottery markets. During his 18-year iGaming career, Peter has been responsible for developing and implementing the global business strategy of OpenBet and, most recently, SG Digital.
What motivated you to join Optimove?
Peter Miles, Director of Sales, Optimove
Trough his roles as Commercial Director and subsequently VP of Business Development, Peter focused on driving sales across a number of sports betting and gaming operators including William Hill, Betfair, PMU, Coral, and Sportsbet. In addition, he led the international growth into the digital sector of World Lottery Association operators such as Danske Spil, Nederlandse Loterij, Loto Quebec, and BCLC.
G3 sits down with Peter to discuss the challenges facing him in his new role at Optimove, the evolution of CRM marketing and the 'unequivocal' need for brands to invest in connecting land-based data to online activity. In this respect, Peter believes the iGaming space has plenty to learn from other industries like aviation and retail.
P96 WIRE / PULSE / INSIGHT / REPORTS
Quite simply, I was looking for a company on a profound growth trajectory with a market- leading product. Having seen the significant impact and value that Optimove has added to leading iGaming operators over the years, it was a natural place to start a conversation. People and culture were equally as important to me, so having met more than ten 'Optimovers' and customers in the process, it was an easy choice to join the team.
Having worked in the iGaming and iLottery industries extensively in your previous roles, how has the approach to CRM marketing evolved in recent years?
Five-10 years ago, identical campaigns would run on all channels to all customers. Tere was no tracking of individual responses. Tis strategy was a one-size-fits-all, and success measured overall revenue uplift, if you were lucky, or worse, just on click-throughs.
Increased personalisation is now the norm, communicating to your players through the channel they want to engage with, at the time they want, with the frequency they respond to, with exactly the right product or campaign. We measure success now through many KPI's - we base financial returns on data, not guesswork.
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