The Challenge
Unibet approached G2 data dynamics to assist with the evaluation, selection and implementation of a tool that would enable marketing users to access information via regular reports, ad-hoc queries and data-mining functionality. It was also required for the management, delivery and measurement of campaigns. The ultimate objective was to enable Unibet to gain competitive advantage and increase revenue by improving understanding of their customers’ betting behaviour, response to campaigns, and overall value to their business.
The Solution
Design, creation, and maintenance of a fully hosted online Alterian solution containing the entire Unibet marketing data-warehouse. Updated weekly with records in excess of 5 million rows collated and aggregated from two separate sources
Creation of a Single Customer View aggregating and summarising all aspects of customer transaction history and providing marketing users with a comprehensive customer 'picture'
Design, creation and maintenance of a complete bespoke campaign management system. Including the storage of list-extraction history, email agency delivery and suppression history, and storing email and website activity for all subsequent campaign recipients
Customer segment categories built using statistical modelling techniques utilising betting trends and habits. Model results incorporated into the Alterian database and applied to all existing and new customers as part of the weekly update process
Periodic provision of comprehensive report packs summarising weekly and monthly betting behaviour. Reports covered 17 different Unibet product areas available to 13 European countries. The reporting suite produced in Microsoft Excel was fully automated and ran directly from the Alterian database by the 'touch of a button'
Results
A visual, on-line tool allowing marketing managers immediate access to customer data and complete autonomy in the campaign selection process
Greatly improved efficiencies for campaign planning and design through to execution and response tracking
Frequent and accurate snap-shots of betting habits both at a financial and customer level allowing marketing managers to react immediately to changing trends in the database and within the betting industry as a whole
