HOW OPERATORS USE MARKETING AUTOMATION

Harel Falk gives a small glimpse into the huge world of data-driven real-time marketing automation

iGaming operators are realising that to maximise their business and generate revenue uplifts, they must first create personal and meaningful engagements with their players in order to drive conversion rates, increase the average LTV, prevent churn and generate gaming loyalty.

Many iGaming operators have chosen Solitics’ data management and automation platform in order to improve and increase their performance at different stages of their customers’ lifecycle.  In this article we will reveal a small glimpse and provide one example of the tactics used and how Solitics’ capabilities are put into use in order to increase their conversions.

Solitics enables B2C brands to seamlessly connect all their data sources and marketing channels, providing them with one central UI from which they can manage all their personalisation and automation data, in absolute real-time

INCREASED CONVERSION RATES

Operators allocate a substantial amount of their budgets on acquisition, divvied up into paid media, SEM and affiliate marketing, according to their company’s needs and players’ consumption habits. However, once leads are acquired, relatively little investment is made to drive them to convert.

One of the most critical stages in the customers’ life cycle for the brand is the first deposit. However, it happens quite often that the lead reaches the deposit page and, for reasons unknown, abandons without completing the deposit. This is a critical moment where real-time monitoring can be the difference between abandonment and a successful conversion, which is why many operators use the Solitics’ real-time journey to facilitate the conversion.

One example of such a journey is raising a pop-up message, the timing and content of which is determined automatically based on the relevant data and user actions. This could be anything from the traffic source, the stage at which the lead stopped, a certain click on the page or any other data that is relevant. This message can offer a starting bonus, free play or an offer to help. Based on the lead’s next action, the journey will continue. If, despite the offer, the player abandons the deposit page and does not complete the deposit within the next hour, the operator can send an SMS or push message as a reminder of the special bonus that was offered, pending completion of the deposit.

This could be then followed by an email the next day and possibly a few days after that as well. However, should the lead come back into the site or even a certain page on the site, the system will respond accordingly and raise another message encouraging the lead to complete the deposit, thus creating a very personal experience for the lead.

At any given point, once the lead has converted, the conversion journey will automatically stop, the customer will be moved automatically to the next segment and a new journey will start for this customer. Of course, all will take place while maintaining various rules and conditions of communication policies – and all based on the data in real time. 

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