Lottery & Gaming
Data-driven Player Relationship management
Challenge
- The new Chief Data Officer (CDO) at our client believed that utilising player data could drive significant revenue
- With little capability (tools and people) in place:
- Where do you start?
- What capability is needed?
- What value will it bring?
Solution
- We re-shaped the Player Relationships strategy, and Identified the use cases that would deliver the biggest change
- Built the business case for change and obtained approval from the UK board to the change programme
- Managing the business and IT change programme on behalf of our client
- Implementing a “Big Data” platform and an upgrade to the CRM capability to improve experience for players
- Recruiting the Data Science team and transitioning from Programme to Business as Usual
- Provide on-going strategic consulting to the CDO
Results
- The Player Relationships programme is central to making the client a more player centric organisation
- Considerably deeper understanding of Player Behaviour
- A platform that can be used across markets
- Increased revenue from players with a subsequent increase in contribution to Good Causes
- New Data Science and Behavioural Science team in-situ
