Betfred axes ads but boosts results

Betfred axes ads but boosts resultsBetfred has hailed the success of its CRM strategy, claiming that increased customer segmentation has enabled the gaming company to slash its marketing communications by 75% for double the results.
Speaking at this week’s EIG conference in Berlin, Betfred CRM manager Michelle Livingstone revealed the firm’s customer retention and communication strategies, and shed insight on handling customers between traditional and mobile verticals.
Over the past 16 months, Betfred has developed its mobile product, which has led to a 17% growth in mobile sportsbook since 2013 with 60% of its games revenue now coming from the mobile platform.
It also discovered that users play games on their mobiles for an extra half day when they migrate from desktop. The mobile app also makes players more responsive to marketing, according to Livingstone.
She said: “We found users who had opened the app within the previous two days were nearly 80% more likely to respond to marketing messages than players who had not accessed the app for more than 15 days.”
Livingstone added that by using greater customer segmentation – by separating out players via favourite sport but also by certain habits and typical times of play – the company has sent out a quarter of its marketing messages for double the results.
She added: “Messaging via the app is a very strong method of communication, but it is also very intrusive. Betfred apps always ask the users if they would permit push messaging rather than alienate a potentially good customer.”
In August, rival Betfair implemented a new digital data analysis system to boost the customer experience and combat fraud. Sphonic’s Workflow Manager solution will allow Betfair to combine data from a variety of sources for unparalleled visibility over its user base.

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1 Comment on "Betfred axes ads but boosts results"

  1. Hmm let’s try that again! How Betfred slashed marketing by 75% but boosted results http://t.co/mLdsM0kVPK #CRM #digitalmarketing #data

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