going to be very difficult. Taking the proper time upfront to put proper tracking in place, making sure your tech stack is solid, and understanding what your KPIs are internally so that you can measure against them is where I would start.
From there it's about making sure that from an optimisation standpoint you're collecting metadata - as much first-party data as you can - and that you're ensuring that on every campaign you have different actionable insights across what you're driving to get those insights and then make decisions on it.
It's not just good enough to launch a campaign without having all this in place and hope that it works. Tat maybe worked in the past, but it just doesn't work anymore. As iGaming matures, we are not just competing against other brands in the industry. Our industry is an entertainment product so you're competing against dollars spent in a bunch of different areas, whether it's going to sporting events, other entertainment, etc.
As such, you need to start thinking like these other companies when it comes to user acquisition and making every dollar go as far as you possibly can for yourself. If you're not set up from a data perspective, then it's literally impossible for you to do that.
How significant have pixel and tracking technology advances been in helping to establish a comprehensive view of user interactions with marketing campaigns and websites?
I think the digital marketing industry has grown to light speed over the last 10 years. In iGaming, we've adapted to that very slowly and this is not to throw shade on some of our competing brands in the space.
We've grown significant and good businesses, but to be able to run successful user acquisition you need data in real time, flexible platform and pixel tracking for your partners, sub-IDs on links, insight driven reporting within your platform and campaign performance on an individual player level with their geolocation, device type and operating system. Without these things, it's very difficult to make campaigns as profitable as possible.
I think we're finally at a stage where there's a lot of smart people in the industry from a paid media perspective pushing this. As some of the bigger affiliates go away from being SEO sites and driving more paid media, this setup is pivotal for them to be successful.
Take the US as an example. Te tracking market is light years behind what we see in Europe. Tere's still a lot of brands reporting with spreadsheets and no dynamic variables. Tey've been very limited in the types of affiliates and the types of partners that want to drive traffic in the space because of their inability to be able to track like they track in other industries, whether
We're building predictive LTV technology and KPI led reporting directly in the
platform so that the days of having to export data and manipulate it internally to
make decisions - which delays your action time once you start a campaign - are over. We're going to build that all in real time.
it's social gaming, consumer finance or e- commerce.
Tey've kind of thrown a little bit of shade at the iGaming and sports industry by not getting involved in it because they don't have the access to data, they need to drive profits on their end. I think we're getting there but there's a need for us to grow up from a technology standpoint. Tere is buying across most of the industry, now it's just getting things on technical roadmaps and making sure that they can deliver product in time.
More specifically, what are Urchin Tracking Modules and what role have UTMs played in improving the ability to run successful campaigns?
Before we had UTM parameters on links, you would execute a link on either an affiliate site or if you were running any paid media, you would run traffic to that link, and you would see that on link one we got X number of conversions, there was this many deposits, and there's this much net revenue.
With the ability to add UTM parameters onto any of your links - I refer to them as sub-IDs on the links that we have within our platform - it allows you as a media buyer or even as an affiliate to be able to get a lot more granular in how you identify where you're getting conversions.
A simple example is if you're buying Google search traffic, you can utilise one of the UTMs to pass through a keyword. So now instead of saying the whole campaign has 10 FTDs, for example, you can say keyword one has two, keyword three has four and keyword three has six. From there you can establish which ones are profitable, which are not, and which ones have better conversions.
Pulse INTELITICS
Tis can be done across any of Meta's platforms whether it's Facebook or Instagram. Even from an affiliate perspective, traditionally they'd have one link across five or six different locations on their site. Now you can identify where that link is placed. Is it placed on their homepage? Is it placed within a review page? Is it placed in a newsletter?
You can start getting an idea where you're getting conversions and quality from so that brands can adjust campaigns based on that. Tis allows you to increase the speed of what you can deliver links to your partner. So instead of traditionally creating 20 different links for different placements, you can have one, you can utilise those UTMs to build a different shape.
What technology and solutions does Intelitics have for iGaming brands seeking to actively run, measure, evaluate, and optimise campaigns?
We have built a tracking analytics and BI platform that we originally built for us to be able to run our affiliate network. We originally built our platform for internal use and as we continued to use it we became increasingly frustrated with the lack of tools made available to us while driving scale. We went to market two years ago with our own tracking technology which solves all these problems.
Firstly, it centralises user acquisition data in one platform. We allow brands to track their affiliate programme and any other paid media channels and even offline, which is not something that really exists across most of the industry.
Secondly, we're a fully cookie-less tracking platform which is important. Tere are cookies deprecated across many different platforms over the last year and into next year.
Tirdly, we provide actionable insights across all the channels that you're driving traffic in. We're not simply a reporting engine, we deep dive into data and recommend where you should be increasing and decreasing traffic.
Moving forwards, we're building predictive LTV technology and KPI led reporting directly in the platform so that the days of having to export data and manipulate it internally to make decisions - which delays your action time once you start a campaign - are over. We're going to build that all in real time so that brands have that at their fingertips so they can move a lot faster.
We've grown significant and good businesses, but to be able to run successful user acquisition you need data in real time,
flexible platform and pixel tracking for your partners, sub-IDs on links, insight driven reporting within your platform and campaign performance on an individual player level with their geolocation, device type and operating system. Without these things, it's very difficult to make campaigns as profitable as possible.
NEWSWIRE / INTERACTIVE / MARKET DATA P97
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