Pulse INTELITICS
You only have to look at what Paddy Power has done over the last 20 years with some of the really cool marketing and what some of the US brands have done recently. Tere are a lot of platforms that interact with an iGaming environment that causes brands to be slow when it comes to being able to A-B test creative or launch new channels, new paths and so on.
Ultimately, there are a lot of things that are holding us back. To move forward there is an increasingly recognised need for us to be a little bit more pragmatic when it comes to how we put together marketing strategy to get more innovative as an industry.
iGaming user acquisition is increasingly reliant on data analytics. Is enough being done by organisations to put the wealth of data at their disposal to work for them?
We don’t lack data. I think what we lack as an industry is centralising that data and making it actionable. From a platform perspective as an operator, you literally know what every single one of your players is doing at a hand level, whether it's what they're doing playing blackjack, the individual sports they're betting on, player trends, etc. All that data is available, but it's not being centralised in a way that makes it useful when making decisions, especially on the user acquisition side.
What we're building at Intelitics is real-time tracking reported in BI platform. We help operators centralise that data and power their decision-making with insightful, incredibly granular-level data. We've seen over the last 10 to 15 years that every single channel from a reporting perspective has been siloed. Tis has resulted in brands having their affiliate programme then tracking their paid media channels individually within the platforms that they're buying.
For anyone in a C-level position or above it's very hard for them in real time to be able to dive in and get an understanding what's going on today and yesterday from a spend to profit perspective. We as an industry are sitting on a goldmine of data and there are companies like us who are helping brands centralise it and make it actionable.
We are an industry that's built on a lot of third- party technology siloing data, and it takes a lot of time for brands to put this all together and be able to make decisions on it. When it comes to user acquisition, what we need to do when it comes to user acquisition is move away from putting analysis together, which takes weeks or months, and then making decisions on traffic that was bought months ago on data that's expired.
It's incredibly important that we get data together quickly allowing brands to make decisions a lot faster because I think that's what's held back tonnes of campaigns from
P94 WIRE / PULSE / INSIGHT / REPORTS
We are an industry that's built on a lot of third-party
technology siloing data, and it takes a lot of time for brands to put this all together and be able to make decisions on it. When it comes to user acquisition, what we need to do when it comes to user acquisition is move away from putting analysis together, which takes weeks or months, and then making decisions on traffic that was bought months ago on data that's expired.
being profitable or from brands overspending in areas they shouldn’t
What exactly do you mean by centralisation?
For example, if you are Head of User Acquisition you will have an affiliate programme which has your data from that affiliate programme within it. You will be buying across 10 if not 20-plus other platforms that all have siloed data from a conversion standpoint within them.
On top of this you'll also have, depending on the size of the operator in question, a BI team that's working hard to try to centralise all this data in internal data lakes and reporting so that you as a team can be able to make decisions on the fly.
But because data is so siloed, that's very difficult. And not a lot of operators have the manpower internally to be able to build something that helps them in real time on the fly. So that's what we try to do at Intelitics - take all your channels and centralise the reporting in one so that you can log in no matter who you are in an organisation. Whether you're a media buyer, the affiliate manager, CEO - you're all working off one location where all the data is organised, and decisions made based on it.
I think that's where we need to get as an industry. What we're seeing now is things take a lot of time. In media buying right now, or more generally in user acquisition, time is not anyone's friend. Te longer you take to make changes, optimisation, or missing out on scale on placements that are good, you're just hurting yourself as a brand.
What are the differences between paid media, owned media and earned media, and which combination of channels is best to create dynamic campaigns that ultimately convert users?
At a high level all of those are very important and you need to marry them together in a strategy that hits on all three. Paid media is what you're buying. So, brands will go on Facebook or Google, and they'll buy ad placements or keywords on those individual properties.
Owned media is your website, your blog, your social media accounts. I think sometimes people don't understand the differentiation between owned media on social, which is your own Instagram account or Facebook account, versus what you're buying from a paid perspective.
When you speak to brands who have a large, owned media following on their own social accounts, there's a misconception that when you post that all your audience has seen that. Tis is something we champion, especially in our agency business, that even if you have a large following and you have a good internal social media team that post really good and engaging content, in order for you to get full reach you do need to subsidise some of this with paid media so the platforms will increase your reach and that's incredibly important.
Earned media is anything that you're being able to generate organically across different platforms and third-party partnerships where you have other people vouching for your product. I think within iGaming this is a more difficult segment because there's a crossroads between what is earned and the huge affiliate programmes where you're essentially paying for any of these individual organic style posts.
For a brand what's important is having a mix. You need to have synergy across your owned edmedia and what you're buying from a paid perspective - and you can include affiliates as part of that. At the end of the day, you need to make sure that the way that you are presenting your brand across all your channels has synergy and fluidity.
Tere's a reason why bet365 and other huge brands continue to have such brand loyalty. It isn't just the amount of money they've spent on branding over the year but the depth of their product offering and how good the actual product they're building is. You can't come to market with a product that is not high quality and expect an incredible ability to acquire users to get you to the next level. Tose two things need to be married together with a constant focus on product experience.
How can brands gain an intimate understanding of the value that each paid media channel or traffic source is worth?
I think there's a big push and pull between getting to market quickly. What I mean by this is the desire to get campaigns up and running as fast as possible once your brand is live or when you launch a new product versus making sure that you're set up in a way to be effective. Even if that takes a little bit longer in my opinion it's worth it. From a tracking perspective, it's about having a tool in place to be able to let you track and optimise campaigns in real time at scale.
If you don't have that then trying to be successful, especially from a pain perspective, is
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