Pulse


IGAMING ANALYTICS OPTIMOVE


Pini Yakuel, CEO,


Optimove


storage companies. Amazon created Amazon Web Services (aws) - a subsidiary providing on- demand cloud computing platforms and APIs to individuals, companies, and governments, on a metered pay-as-you-go basis. Te reason they are so good at machine learning is in part due to math, but it is also their ability to deploy machine learning models in production easily, quickly and with stability.


Optimove offers a 'bespoke predictive modelling service' - a customised self- learning predictive customer model. What is the purpose of this service?


Our business goal is to help businesses increase player lifetime value. For our best customers whose entire CRM marketing org is structured in the best possible way we can increase their revenue by up to 33 per cent. To achieve this, marketing needs to engage players with relevant messages that are direct, thoughtful, and empathetic, as well as making the customer feel seen and known.


Te previous incarnation of CRM marketing - database or ‘one to one’ marketing – has worked great since the late 90s. You would take a list of customers, segment it, and send a campaign that would receive great results. However, the problem is how you scale this to get data that is wide and detailed enough, decipher it, segment it, and then send out the right campaigns to the appropriate channels and then measure the results. Tis process requires a serious amount of work to automate.


For many companies that can’t automate correctly they cannot achieve scale. Tey can have five, 10 or 20 automations that results in customers getting too many messages that don’t align. It’s essentially chaos. Personalisation at scale is the marketing goal that helps increase customer lifetime value.


How is the model put together?


We start by grabbing all the data an operator has – the game sessions, cashier transactions, deposits, withdrawals, every spin, every wager, and every result that tells us in minute detail about each player. We then use this information


NEWSWIRE / INTERACTIVE / MARKET DATA P103


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