Pulse


IGAMING ANALYTICS OPTIMOVE


to create a customer data platform with a single customer view where all this data is laid out for marketers in one place in an accessible format.


From this point, the marketer can build experiments incredibly easily. Te goal is not to just use the data to get insights, but crucially to get actionable insights that can engage customers in a personalised manner. Tere is another piece of technology we use called CRM Journeys mapped by AI that decides when a customer is available for messages and what type of message will yield the highest return.


Where should operators be looking to invest to attain the best possible customer information?


One of the reasons Optimove has done so well in gaming is because the industry has such a rich set of data. Via the player wallet one can attain cashier data and the platform provider has the game session information.


However, when it comes to operators with a retail and online presence, or omnichannel, it can be more challenging to connect data between the two as players in betting shops aren’t identified so operators don’t know who is engaging with their brand.


I think this is something operators should invest more in, although it must be said that some do have a very good data set that connects retail and online.


Secondly, we have a strong technology that marries historical data with real-time data. We work closely with our customers to run campaigns based on both sets of data to respond ‘in the moment’ to a player’s experience. If you have something to say through a campaign, then doing it in real-time through multiple channels is the optimal method. In short, I would say these are the two areas operators should look to invest more in - retail and real-time data.


We have a strong technology that marries historical data with real-time data. We work closely with our customers to run campaigns based on both sets to respond ‘in the moment’ to a player’s experience. If you have something to say through a campaign, then doing it in real-time through multiple channels is the optimal method. These are the two areas operators should look to invest more in - retail and real-time data.


P104 WIRE / PULSE / INSIGHT / REPORTS


How do you assess the overall landscape for operator campaigns? Have they become more hyper-targeted and activity-triggered?


When it comes to channels there is always the question of cost. Using your own channels such as emails, notifications, SMS messages and web push are cheaper than ad platforms. Depending on jurisdiction and legislation, you can also message players through social media. If you cannot find a specific group of players within your own channels, then you need to go through the more expensive ad platforms.


As for whether campaigns have become more hyper-targeted and activity-triggered - definitely. What Optimove has been preaching since day one has become more widely adopted - our best customers are sending hundreds of campaigns every day meaning that hundreds of personas of different players being catered for differently. With so many channels, it is the holy grail of marketing.


In the past, we may have only five per cent of our customers go this level whereas now we are seeing around the 40 per cent mark. Operators have and are adopting a mindset of hyper personalisation at scale targeting customers through different channels. Tis method is becoming more potent, and the results show it works.


How do you analyse the actual financial uplift generated by CRM?


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