Pulse
IGAMING ANALYTICS OPTIMOVE
During COVID-19, we have seen analysis conducted using placebo vaccinations containing a neutral serum. We essentially do the same. For every campaign we run, we isolate a quality control group that doesn’t receive anything. We measure the incremental revenue in deposits, NGR, GGR etc. between the ‘treated’ group and the control group using a very specific set of formulae to determine whether the difference is statistically significant.
What is CRM contribution and why it is important?
No other vendor is taking as serious an approach to incrementality as we are. Other vendors will analyse click and open rates. Te problem of not using a placebo group is that you don’t know what the results would have been without a given change in approach.
It’s like putting up a sign to tell people to go to the beach even though they were going anyway. You’re just missing that cross section out. Because we have been working religiously on this religiously, we are able to gauge this overall amount of incremental revenue generated by CRM.
For example, let’s say your business is doing €100m a year. We can show you scientifically proven evidence that €20m of that figure is incremental value from CRM. If you had stopped your CRM activity, you would have
€20m less. Te CRM value is therefore 20 per cent. Tis research identifies the key metrics of successful companies compared to their less successful competition.
How can operators optimise their CRM efforts?
What we found is that there are three main drivers to CRM contribution:
1) Greater Personalisation - more segments, personas and campaigns sent every day in real-time based on historical data.
No other vendor is taking as serious an approach to incrementality. Other vendors analyse click and open rates. The problem of not using a placebo group is that you don’t know what the results would have been without a given change in approach. It’s like putting up a sign to tell people to go to the beach even though they were going anyway.
2)Working Multiple Channels – there is a psychological element to marketing. Watching an advertisement on the TV, espying a billboard, listening to the radio - the human primitive brain tells customers they need to act. Multi-channel works, especially with symmetric messaging.
3) Total Coverage – surprisingly, some brands don’t cover their entire database because they don’t want to message their churn and dormant segments. Sometimes, businesses don’t even message all their active customers, but select around 70 per cent.
NEWSWIRE / INTERACTIVE / MARKET DATA P105
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