EveryMatrix The End of the Segment? The Search for Context
Anthony Smith, Managing Director of CRM and Managed Services at EveryMatrix, believes AI and native real-time data can finally solve a problem that has frustrated operators for years: how to turn increasingly sophisticated customer insight into genuinely individual experiences at scale.
Personalisation is hardly a new ambition for the gambling industry. For the best part of two decades, CRM teams have been slicing databases into progressively smaller groups, adding more data points and building increasingly sophisticated models of customer behaviour. For Anthony Smith, the important question is no longer how precisely an operator can segment its players. It is whether it still needs to segment them at all.
Smith joined EveryMatrix after spending much of his career on the operator side, where he had experienced first-hand the limitations of the technology available to marketing teams. Big data gave those teams far greater visibility of their customers, but it did not necessarily solve the problem of scale.
“You could create an infinite amount of segments, but you then had to bring them back down to a manageable level,” he explains. “You still weren’t achieving one-to-one.” AI, he believes, changes that equation. “Te thing I get very passionate and excited about is that suddenly we are able to do true one-to-one personalisation, because essentially every creative touchpoint can be designed and manufactured in real time.”
Touchpoints could mean an email, SMS or push notification, but Smith is interested in what happens while the player is using the product. Rather than changing a name or offer within a pre-built template, the interaction can potentially be created around the individual player and what they are doing at that moment. It’s a significant change from the
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conventional CRM model, but Smith stops short of calling it a revolution. “I think it’s still incremental, but I do think it’s unlocking opportunity,” he says. “And it’s really happening.”
WHEN THE MOMENT HAS ALREADY GONE
Smith describes the traditional operator experience of sitting in a Tuesday trading meeting, identifying something unusual in the weekend’s performance and sending analysts away to investigate. Tree or four days later, the answer comes back. “Te problem with both the consumer experience and the product is the moment’s gone,” he explains.
For larger operators, the difficulty can be compounded by data arriving from numerous suppliers and different systems before it can be reconciled into a single customer view. EveryMatrix’s argument is that its native architecture removes much of that process because the underlying sportsbook, casino and customer data already sits within the same environment.
For Smith, however, speed alone is not the breakthrough. “You can be instant but still really, really irrelevant, or you can use AI and big data to be super relevant but be too late for it to matter. It’s not one or the other. It’s both.” Te difference becomes apparent during live betting. Previous systems Smith worked with could potentially respond game by game or session by session. EveryMatrix is working towards responding to individual events within the game.
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