With several clients in the sports betting industry, Intelligencia has helped sports books with data integration projects, building analytical models, as well as the build out and maintenance of complex marketing automation solutions. 

Sports Book - BI

Intelligencia has been working with sports books in Asia and Australia, helping them integrate their data and developing dashboards that allow their business users to better understand what is happening on their websites and in-store branches. We work with Qlik, Tableau, Pentaho, SAS, and TIBCO, as well as gaming-specific BI companies like CDI. We are even working with vendors to produce real-time and close-to-real-time solutions that utilize several open source data lake and real-time streaming tools, like Hadoop, Spark, and Flink. 

Sports Book - CX

As Forbes sees it, "Customer experience can include a lot of elements, but it really boils down to the perception the customer has of your brand. Even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is. You may think you have high-quality products and a strong customer experience, but if a customer gets a broken product that isn’t fixed, their perception of your company as lower quality then becomes the reality."

This is as true for the sports betting industry as any other industry, perhaps even more so because the product that sports books offer - gambling on sporting events, entertainment, and slots of all types - differ little from one sports book to another. It's the experience and the emotional sense and perception of that experience that truly counts; this is where CX thrives. Above all else, the ultimate goal of a CX system is to drive customer loyalty. 

Loyalty is so important for a sports book because first-and-foremost it's a highly competitive business. Driving long-term customer loyalty is imperative for a sports books survival. Historically speaking, customers become more profitable over time; increased profits can be derived from increased purchases, reduced operating costs, profits from customer referrals, as well as profits from price premiums as long-term customers are more comfortable paying regular prices for services rather than being tempted into using a businesses’ lower profit products and/or services.

One of the best ways to increase customer loyalty is for sports book to implement a Customer Relationship Management (CRM) system. CRM is a strategy used to learn more about a customer’s needs and behaviors in order to develop a stronger relationship with them, thereby creating a value exchange on both sides. From a customer perspective, well-implemented CRM systems can offer a unified customer interface that delivers customization and personalization. At each transaction point, such relevant patron data as a customer's personal preferences, as well as his or her overall past history transactions are available to the clerk serving the customer, giving them valuable information about how to interact with the person.

In assessing CRM solutions, Intelligencia follows the Forrester and Gartner rankings closely. We understand the current CRM offerings, each vendor's unique strategy and market presence, and we can help our clients find a solution that is tailored to their specific needs. 

Another important element to a strong customer experience solution is a powerful Multichannel Marketing Hub (MMH). Gartner defines the MMH as a technology that orchestrates a company's communications with and offers to customer segments across multiple channels. These include websites, mobile, social, direct mail, call centers, paid media and email. MMH capabilities also may extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.

A Campaign Management solution can enable casinos to develop and manage personalized customer communications strategies and the timely delivery of offers to its patrons. It allows users to rapidly create, modify and manage multi-channel, multi-wave marketing campaigns that integrate easily with any fulfillment channel, automatically producing outbound (contact) and inbound (response) communication history.

Users can define target segments, prioritize selection rules, prioritize offers across multiple campaigns and channels, select communication channels, schedule and execute campaigns, and perform advanced analyses to predict and evaluate the success of customer communications. Most of today’s solutions provide the capability to represent complex data structures in a format appealing and comprehensible for business users in order for them to make business decisions. These capabilities provides a business metadata layer shielding users from the complexity of data structures and guarantee operational efficiencies when dealing with customer data for campaign purposes.

Intelligencia has worked with most of the best CRM and MMH offerings and can show you how to best utilize them for your own specific gaming needs. We have helped both large and small sports books to implement complex CRM, CX, and MMH solutions. We have also created industry-specific IP that can help a sports book manage its risk and understand its client base in unique ways that can drive loyalty and increase ROI. 

Sports Books - DI + DV

Today, Enterprise Data Warehouses (EDWs) are expanding to support higher scalability, higher performance, deeper Hadoop integration, more automation, and realtime streaming technology. Large EDW vendors have started to offer more scalable platforms that use solid-state drives and offer distributed in-memory technologies to process large amounts of data faster, delivering both predictive and prescriptive analytics that can increase optimization and deliver a strong ROI.  

Today’s EDWs enable gaming organizations to deliver actionable, timely, and trustworthy intelligence to a wide range of business users and operational systems. An EDW can organize and aggregate historical analytical data from functional domains, such as customer, finance, and human resources, that align with key processes, applications, and roles.

An EDW serves as the repository for a substantial amount of an organization’s operational history. It offers in-database analytics, predictive models, and embedded business algorithms to drive business decisions. An EDW is a robust, secure, and proven ecosystem that supports integration with data models and security frameworks, real-time analytics, automation, and a broad range of business intelligence (BI) and visualization tools. It is the foundation for BI to support timely reports, ad hoc queries, and dashboards, as well as supply other analytics applications with trusted and integrated data.

Figure 1

The next generation of EDW is expanding to support higher scalability, higher performance, deeper integration, real-time analytics, stronger security, and more automation (see Figure 1). Recent innovations include:

  • Integrating with in-memory architectures – data stored in-memory can be accessed orders of magnitude faster than that stored on disk. Es­timates vary depending on disk speed and available input/output (I/O) bandwidth, but one expert puts RAM latency at 83 nanosec­onds and disk latency at 13 milliseconds. With 1 million nanoseconds in a millisecond, it’s akin to comparing a 1,200-mph F/A-18 fighter jet to a garden slug.
  • Leveraging Hadoop to support larger and more complex data sets as well as unstructured data, such as social media analytics data. 
  • Integrating with data virtualization platforms to simplify ingestion – data virtualization integrates disparate data sources in real-time or near real-time to support analytics, predictive analytics, customer personalization, and real-time integrated analytics.
  • Integrating with real-time stream processing services.
  • Supporting advanced data compression to manage larger data sets more efficiently.
  • Enabling in-database analytics to process complex functions rapidly.

The Enterprise Data Warehouse should:

  • Leverage data to better drive marketing, customer service and other corporate decision making.
  • Leverage existing gaming architecture to better understand corporate businesses. 
  • Build up over time to contain necessary historical data stores that will support long range forecasting and patron activity tracking.
  • Provide easy access to frequently needed data.
  • Create a collective view by a group of users.
  • Improve end-user response time.

These capabilities will be used to support the following business objectives:

  • Enhance the patron experience.
  • By accessing data in any format from virtually any source, existing investments in enterprise resource planning and operational systems can be extended, and enterprise data integration can be streamlined.
  • Easily create marketing campaigns.
  • Improve marketing performance.
  • Increase the number of active reward card members.
  • Increase the gaming and non-gaming revenue from these reward card members.
  • Increase cost effectiveness of marketing activities.

The data integration tool market has established a focus on transformational technologies and approaches demanded by data and analytics leaders. The presence of legacy, resilient systems and innovation all in the market together requires robust, consistent delivery of highly developed practices.

Data Virtualization

Data virtualization provides an agile data platform to support new and emerging business use cases. It delivers a data services layer that integrates data and content on-demand from disparate sources in real-time, near real-time, streaming, and batch to support a wide range of business processes. Automated processes can update, transform, or cleanse data provided through the data services layer. A critical component of data virtualization is the metadata catalog, which keeps track of all data, its location, availability, and state and ensures trusted and timely availability of data.

Data virtualization also supports transactions that write back to the original data sources, whether online or offline, on-premise, or cloud. EA pros like its automation and self-service capabilities for data integration, access, and management, which reduce time and effort to support new business use cases. They have been expanding beyond customer analytics to support analytics for social media, the internet of things (IoT), fraud detection, and integrated insights. 
 

Sports book marketing

A campaign management solution can enable a sports book to develop and manage personalized customer communications strategies and the timely delivery of offers to its patrons. It allows users to rapidly create, modify and manage multi-channel, multi-wave marketing campaigns that integrate easily with any fulfillment channel, automatically producing outbound (contact) and inbound (response) communication history. Users can define target segments, prioritize selection rules, prioritize offers across multiple campaigns and channels, select communication channels, schedule and execute campaigns, and perform advanced analyses to predict and evaluate the success of customer communications.

Most of today’s solutions provide the capability to represent complex data structures in a format appealing and comprehensible for business users in order for them to make sound business decisions. These capabilities provide a business metadata layer shielding users from the complexity of data structures and guarantees operational efficiencies when dealing with customer data for campaign purposes.

These solutions also provide users with a single intuitive GUI, based on drag and drop tools to provide a single point of managing all campaign tasks and activities – marketing briefs, campaign details, campaign segmentation and targeting logic, campaign workflow including treatments (offers), communications, delivery channels, scheduling and execution and response attribution.

Some of these solutions also have the capability to extend the core solution into a powerful real-time decision engine that can enable sports book to easily keep pace with market and customer demands – without overtaxing IT resources. Through an interactive user interface, users can construct and implement decision flows that allow them to deploy analytical/predictive models in a real-time context, to manage critical customer interactions across all channels. This allows the sports book to deliver the Next Best Offer/Next Best Action to a customer no matter what channel they are interacting with the sports book on.

The real-time decision making capability interacts with customer touch points (for example; call center, web or mobile applications, social media, kiosks and POS) and back-end enterprise systems via web services. High-performance operation is assured; guaranteeing that the best decision is provided for each customer, via all inbound channels, regardless of the transaction volume.

Intelligencia is partnered with several of the best-in-breed campaign management solution providers and we have implemented these systems at some of biggest casinos and sports books around. 

The analytics powerhouse SAS is finding its vaunted place atop the analytics pyramid challenged, not just by their typical acronymed competitors — SAP, IBM, EMC, HDS, and the like — but also by the simpler visualization toolmakers like Tableau, Qlik, and Alteryx, who are muscling their way into the mix. These companies offer tools that include data blending, associative engines, and in-memory technology that allows business users to access complete data sets at the touch of a button. These companies offer less complex analytical solutions, but such things as market basket analysis or simple decision tree networks can be created with them and the costs associated with them can be one quarter or one fifth of what the top echelon analytics providers charge.

Intelligencia can help its clients understand the rapidly evolving analytics market, so that they buy just the right amount of analytics for their unique needs. ROI must be considered when it comes to purchasing analytics and we can show you what's available in the market, as well as what should be avoided. Our clients call us 'trusted advisors' and we wear that moniker with great pride.  

According to Gartner’s Magic Quandrant for Business Intelligence Plaforms, modern analytics and business intelligence platforms represent mainstream buying, with deployments increasingly cloud-based. Data and analytics leaders are upgrading traditional solutions as well as expanding portfolios with new vendors as the market innovates on ease of use and augmented analytics. This is becoming an incredibly tricky and complicated field, with new players popping up every years and old stalwarts innovating in impressive ways (yes, we're looking at you, Microsoft). Intelligencia has over a decade's worth of experience helping its clients understand the changing BI and analytics landscape. We can help you understand the options available and then help with a quick and painless implementation. 

As Forbes states, "Customer experience can include a lot of elements, but it really boils down to the perception the customer has of your brand. Even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is."

Customer Experience (CX) solutions include aspects of CRM, loyalty, multi-channel marketing, analytics, and even social media. Implementations are highly complex, taking into account multiple source systems, strong data cleansing tools, detailed loyalty programs that track every dollar and every secret and non-secret loyalty point, as well as marketing systems that both send out digital content and track offers used. Social channels are even becoming important avenues to connect with and even find customers. Underpinning all of this is a strong analytics base that can optimize every marketing dollar spent. 

 

Implementing a strong CX system is not for the faint-of-heart and we can show you the best available options and systems available to you. 

The goal of data integration (DI) could be considered extracting data from operational systems, transforming it, merging it into new datasets, and then delivering it to an integrated data structure built for marketing, analytics, loyalty, and/or social purposes. The variety of data and context for analytics is expanding as emergent environments — such as nonrelational and Hadoop distributions for supporting data discovery, predictive modeling, in-memory DBMSs, logical data warehouse architectures — increasingly become part of the information infrastructure. Data integration challengers are intensifying because of the increased demand to integrate machine data and support Internet of Things (IoT) and digital business ecosystem needs for analytical processes.

Intelligencia has helped casinos, cruise lines, sports books, social gaming, healthcare, and retail companies integrate their data to create singular customer views of their patron databases that help with marketing, analytics, and social media outreach. We can help you understand the radically changing landscape as well as show you how open source tools could augment or even replace parts of your current DI infrastructure for healthy ROI returns. 

Gartner defines the multichannel marketing hub (MMH) as a technology that orchestrates a company's communications with and offers to customer segments across multiple channels. These include websites, mobile, social, direct mail call centers, paid media and email. MMH capabilities also may extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.

A MMH solution can enable businesses to develop and manage personalised customer communications strategies and the timely delivery of offers to its patrons. It allows users to rapidly create, modify and manage multi-channel, multi-wave marketing campaigns that integrate easily with any fulfillment channel, automatically producing outbound (contact) and inbound (response) communication history. Users can define target segments, prioritize selection rules, prioritize offers across multiple campaigns and channels, select communication channels, schedule and execute campaigns, and perform advanced analyses to predict and evaluate the success of customer communications.

Multichannel marketing is one of Intelligencia's strengths. We have worked with large US-based casinos, huge IR's in Macau, and large sports book in Australia, as well as other gaming companies throughout Asia to implement powerful multichannel marketing solutions on a multitude of vendor products. When you're emailing to a hundred thousand people a week, you better have a powerful system and strong support. We'll help you choose the former and the provide you 24/7 of the latter. 

A company is only as strong as its weakest customer relationship and we believe that social media can help Emerald reach their customers in highly efficient and what can be extraordinarily affordable ways. Social media can help businesses in a multitude of ways, including:

  1. Adding interactivity to its Website
  2. Brand and Anti-Brand management
  3. Brand loyalty enhancement
  4. Building fanbases
  5. Crisis management
  6. Discovering important brand trends
  7. Driving traffic to a website
  8. Engaging customers and potential customers
  9. Harvesting customer feedback
  10. Influencer marketing
  11. Reputation management
  12. Social Shopping

Social Media Analytics is the practice of gathering data from blogs and social media websites and analyzing that data to make business decisions. The most common use of social media is to mine customer sentiment. It evolved out of the disciplines Social Network Analysis, Machine Learning, Data Mining, Information Retrieval (IR), and Natural Language Processing (NLP). Social media analytics is a powerful tool for uncovering customer sentiment dispersed across countless online sources. This analysis is often called Social Media Listening or Online Listening. The analytics allow marketers to identify sentiment and identify trends in order to better meet their customer’s needs.

Intelligencia understands the importance of social media and how it has become one of the most important channels to use to connect with today's highly mobile audience. We even understand the Chinese social media markets, so reach out to us if you want to connect with an audience of over a billion people.