Mobile Gambling Summit | Shifting from Product Development to Customer Development

Personalisation ….

Shifting from Product Development to Customer Development

Rob Thurner & Shireen Haddadeen

18.9.14

Rob Thurner Consultant, trainer, author

•  Managing  Partner,  Burn  the  Sky  •  digital  agency    making  brands  mobile    •  consultancy  &  strategy,  design  &  build,  CRM,  mobile  media,  op=misa=on  

•  Digital  Marke=ng  tutor  and  trainer    •  Econsultancy,  IDM,  Haymarket  •  Europe  &  USA  

•  Author    •  mCommerce  and  mCRM  books  

•  Projects    •  BeEair,  Ladbrokes,  Paddy  Power    

Shireen Haddadeen CRM & Early Life Executive

•  CRM  Execu=ve    •  Specialising  in  engagement  of  early  life  customers  to  nurture  

through  to  reten=on  •  Exploring  how  to  persuasively  integrate  personalisa=on  to  data  

segmenta=on  in  campaigns  to  op=mise  LTV  

•   Gaming  Experience  2009  -­‐  present  •  Customer  services  conversion  agent  •  Casino  CRM  reten=on  execu=ve  •  Casino  &  Games  CRM  conversion  &  early  life  execu=ve  •  Sportsbook  &  Exchange  CRM  early  life  execu=ve  

Making mobile pay

“There’s  considerable  interest  in  and  enthusiasm  for  mobility  …  most  organisa=ons  s=ll  have  much  work  to  do  to  make  mobility  a  core  and  beneficial  element  of  their  business  …    86%  of  brands  have  not  seen  mobility  ini5a5ves  pay  for  themselves.”      

Accenture  Mobility  Insights  Report  2014  

Most focus on customer acquisition

Mobile advertising

Site +app development

Social Mobile Mobile PPC

Bigger opportunity for long term loyalty

Mobile advertising

Site & app evelopment

Social Mobile Mobile PPC

Messaging

Mobile Payments

Data Integration

Geolocation, NFC &

iBeacons

CRM & Loyalty

Programmes

Second screen

Coupons Augmented

Reality Mobile Wallets

Video Content

Web Design, Build & UX

m-Commerce

Extracting value from existing clients

0  

10  

20  

30  

40  

50  

60  

1   2   3   4   5  

Profi

t  Ind

ex  

Years  

Impact  on  profits  

Profit  from  referrals  

Profit  from  reduced  costs  to  serve  

Profit  from  price  premium  

Profit  from  increased  purchases  

Base  profit  

Source:  Harvard  Business  School  

How are you rewarding fickle customers?

PRODUCT

ONLINE RETAIL

MOBILE

EXPERIENCE

CUSTOMER

MOBILE

Business focus

#1 Develop customer personas

Buzz seekers Regular blokes

Career guys Routine strugglers

•  Mosaic  profile  •  Deposit  amounts  •  Channels  used  to  engage  with  products  •  Bet  risk  levels  •  Using  net  loss  to  emo=onally  drive  engagement  

Personas | Ladbrokes

#2 Customer insights | Betting motivators

•  Winning  •  Adrenalin  •  Risk  •  Thrill  •  Escapism  •  Challenge  •  Glamour  •  Social  •  Fun  

#2 Customer insights | EE realtime data

78% 21% 24 41

Photo Sharers

880MB £££ 8.3%

Music Lovers

54% 42% 24 52

900MB £££ 3.8%

Mobile Maxers

52% 44% 28 139

1.7GB £££ 7.9%

#3 Review the customer journey  •  Early  Life  –  Incuba=on  Period  •  Ac=ve  –  Nurturing  reten=on  •  Churn  –  Curbing  life  cycle  •  Lapsing  –  Drop  off  •  Dormant  –  Dead  •  Registered  not  funded  

Source: sensei customer lifecycle

or

•  Crea=ve  •  Offer  •  Timing  •  Products  •  Target  audience  

Typical  impact  on  results  

Typical  =me  and  effort  

#4  Create  bespoke  CRM  plans  

Future Value

Current Value

HIGH

LOW HIGH

Tailored Propositions Cross and Up Sell

Retention Program

Cost Management

Recognition & Stimulation

Program

Relationship Maintenance

Program

Maximise current and future value through personalisation

#4  Create  bespoke  CRM  plans  

#5 Effective CRM campaigns

 ‘The  use  of  colour  and  psychological  principles  of  persuasion  provide  powerful  ways  to  engage  emo=onally  with  others,  our  environment,  and  brands.’      

     Nathalie  Nahai,  The  Web  Psychologist      

Building in personalisation

•  Using  dynamic  fields  to  reference  favourite  sports,  team  names,  game  names,  deposit  &  reward  visual  monetary  values,  and  crea=ve  content  to  iden=fy  with  customers  on  an  individual  level  

•  Personalisa=on  is  par=cularly  influen=al  in  emo=onal  engagement  enabling  an  operator  to  reverse  nega=ve  impressions  or  experiences  

Best practice | 32red welcome

Wild  Casino  acquired  by  32Red  –  Intro  Email  

•  Warm  personalised  welcome  feel  •  Referencing  first  name  basis,  loyalty  •  Trust,  safe,  building  rapport  •  History  of  the  company,  who  they  are  •  Referencing  their  awards  &  achievements  

for  service  and  credibility  •  Sign  off  mimics  a  real  signature  

Best practice | betfair cross-sell

BeEair  World  Cup  X-­‐sell    

•  World  Cup  X-­‐sell  for  addi=onal  offers    

•  Crea=ve  –  emo=ons  resonate:  thrill,  excitement,  adrenalin  

•  Crea=ve  Link  to  Target  Audience:  World  Cup,  Football  

•  Crea=ve  combines  Casino,  adrenalin,  fun  with  sports  

Best practice | betfair balance reminder

BeEair  Balance  Reminder    

•  Welcome  warm  feel  •  Crea=ve  –  inspira=on  to  

deposit  >  buy  chips  •  First  name  personalised  feel,  

deposit  reminder  to  boost  balance      

Best practice | Coral winning bet

Cheltenham  2014  –  Coral  

•  New  customer  for  sign  up  Cheltenham  offer  that  came  in  

•  First  name  reaffirming  winning  first  experience  with  Coral,  -­‐  refers  in  subject  line,  and  main  crea=ve  and  repeated  3rd  =me  in  the  copy      

Rich media

‘One  minute  of  video  is  the  storytelling    equivalent  to  reading  1.8  million  words.’      

     -­‐  Dr  James  McQuivey,  Forrester  

Volume - Socio-demographic

Value – 30 days

Predictive

Behavioural

Click-path

Personalised

Refined

#6 Constant fine tuning

Registration data (volume)

Bet / gaming history

Modelled

Recency, Frequency, Value

Omniture, Site Catalyst, AD-X

Additional bet / gaming activity

Ongoing bet / gaming activity

+ EXTERNAL

DATA FEEDS

Execution | Multi Stage in-event CRM

Race 1

Race 2 Offer 1

Race 2 Offer 2

Race 2 Offer 1

Race 2 Offer 2

Win 1st

Race

Yes

No

Race 3 Offer 1

Race 3 Offer 2

Race 3 Offer 1

Race 3 Offer 2

Win 2nd

Race

Yes

No

Win 3rd

Race

Yes

No

Race 4 Offer 1

Race 4 Offer 2

Race 4 Offer 1

Race 4 Offer 2

Win 4th

Race

Customer Places bet on 1st Race

Based on outcome of 1st race – different

offers automatically sent to customer via

relevant channel

As with previous race – different offers / best prices to encourage

further bet

Initially via mobile app push

Subsequent email / SMS

comms in phase 2

#7 Win over stakeholders

Source: burnthesky.com

Our approach Burn The Sky approach

Tips for CRM personalisation

•  Technology  delivery  based  on  improving  user  experience  and  engagement  

•  Agile  and  long  term  investment  plan  across  whole  customer  journey  

•  Smart  mobile  analy=cs  to  deliver  genuine  insight  and  measure  effect    

•  Ac=ve  involvement  from  top  management    •  Input  from  external  experts  delivering  proven  solu=ons  

Thank you!

[email protected]  @weburnthesky  

 [email protected]  

@betshizelle