his<\/a> take on transitioning to data-driven business<\/p>\nStrategic alignment<\/p>\n
In your strategic statement or strategic benchmarking, data is classed as a pillar or an asset. At Betsson we have five big ideas and one of them is to be data-driven. Why that\u2019s so important is because obviously any culture or business transformation needs investment, and if you\u2019ve got a place at the strategic table, your CEO backing you and your exec team supporting you, that\u2019s hurdle number one really. If you haven\u2019t got that you\u2019re always going to be viewed as a department that doesn\u2019t add the value that it needs.<\/p>\n
Drive the culture<\/p>\n
It\u2019s ok to have a great data strategy and it\u2019s also good to be able to have solid insights, but actually how do you drive that across thousands of people across the company? We\u2019re trying to drive the culture to make sure there is a continuous improvement mentality. So find out what is to improve, find out the hypothesis, conduct the experiments and measure and act again. You\u2019ve got many people who are very much of the mindset: \u2018I\u2019m doing what I\u2019m doing, how do you help me?\u2019 So then it\u2019s about bringing it back to the actions, measuring those actions to prove that it\u2019s adding value to their KPIs, which gives them benefit, and then you can go through that continuous improvement cycle.<\/p>\n
Align success to business<\/p>\n
At Betsson, it\u2019s a standard is all about a growth funnel and growth hacking through that. I\u2019ve made sure my team are very much aligned in terms of objectives, targets and outcomes regarding the success of all the various business departments. The last part of any customer funnel is resurrection re-activation \u2013 bringing re-activated customers back into the top of the funnel. You only want to bring the valuable customers back.<\/p>\n
Measure capability and focus<\/p>\n
We more or less do a self-maturity module. I really just put together a view on where my capabilities were against three pillars: maturity, priority, focus, and I\u2019ll give us a score. I started to look at the focus areas, which highlighted the areas where we should invest, in year one because any transformation happens over a number of years.<\/p>\n
Measure and share success<\/p>\n
We leverage the fact that we had web analytic data where we could see people dropping out of the website just literally trying to log in. We could see that some of our forgotten password emails weren\u2019t getting delivered on time. What did we do? We worked with the business to improve the on-site experience \u2013 a better designed user experience. We worked with our technology team to make sure that our emails were delivered faster and better. What difference did that make? We got 3,500 more customers through the cycle and 90% less complaints. So we were able to measure the impact of the actions and highlight the team that took it as superstars.<\/p>\n
That engenders that spirit of win-win, and we then get all the teams coming to us, asking us to give them insights so we can win together. That\u2019s how you get scale through an organisation.<\/p>\n
Big data<\/p>\n
In the last four months we actually built our data lake \u2013 it\u2019s now fully operational, which means that we have all our different data sources intergraded into a single environment. So that\u2019s every web view, every email sent to a customer, every transaction across sportbooks. It\u2019s designed to answer the questions that the business has never been able to answer, which is what\u2019s the impact of my campaigns on certain customers?<\/p>\n
Single individual view<\/p>\n
The mythical single customer view to many companies is: I\u2019d love to get a 360 view of our customer so I can better understand them and extract more value from them. This is just one example of visualisation, where we could correlate how our customer base was moving between our brands. We are targeting people that have left one brand, doing a lookalike comparison and making sure we put the right next brand in front of them. So it might be as easy as re-targeting through banners or actually even through notifications on the site of Brand A. So our goal there was to increase multi-brand penetration.<\/p>\n
Steven Pimblett was speaking as part of a webinar titled: \u2018Transitioning to data-driven business\u2019, part of Clarion\u2019s Gaming Leaders Webinar Series<\/p>\n","protected":false},"excerpt":{"rendered":"
\ufeffS teven Pimblett, chief data officer at Betsson, offers his take on transitioning to data-driven business Strategic alignment In your strategic statement or strategic benchmarking, data is classed as a pillar or an asset. At Betsson we have five big ideas and one of them is to be data-driven. Why that\u2019s so important is because […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[104],"tags":[],"_links":{"self":[{"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/posts\/5604"}],"collection":[{"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/comments?post=5604"}],"version-history":[{"count":1,"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/posts\/5604\/revisions"}],"predecessor-version":[{"id":5605,"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/posts\/5604\/revisions\/5605"}],"wp:attachment":[{"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/media?parent=5604"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/categories?post=5604"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i-wapp.es\/imarkt\/admin\/wp-json\/wp\/v2\/tags?post=5604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}