Decision Marketing Data Clinic: Betting on winners

DM ClinicIn the latest in a series of articles, designed to provide advice on data-driven marketing strategies in these turbulent times and beyond, we look into the issues facing the gaming sector.

The Decision Marketing Data Clinic, in association with REaD Group, is open to all companies and organisations big and small. If you have a burning issue which you would like advice on please email us on info@decisionmarketing.co.uk.

With Gambling Commission figures showing Covid restrictions towards the end of last year were accompanied by a spike in online gambling, the industry will want to keep its new customers on board while also ensuring that they promote responsible gambling.

The Gambling Commission has clear rules relating to vulnerability and problem gambling. How can I, as a gambling company, ensure that I am screening my customer data for vulnerable individuals?
Vulnerability is a factor that influences how consumers should be communicated with. With the increased pressure to demonstrate that you’re treating vulnerable customers with due care and attention, and without being able to ask them to self-declare, it’s imperative that you have the means to understand how vulnerable your customers are.

To do this, you need to implement a Consumer Vulnerability score that will assess a combination of factors, including age, income, housing and education; transient states such as health; market forces acting on the customer; and their levels of susceptibility to these forces.

While the scale does not give an absolute measure of vulnerability of the customer in every interaction, it does give an indication of the risk that the consumer may be vulnerable to in a given interaction. In this way, you have an up-to-date understanding of how vulnerable your customer is and you can communicate – or not – with them accordingly.

How can we improve the data we have on our customers?
Data quality is paramount. The personal data you hold on your customer must be kept clean and accurate. Not only is this a legal requirement, but it also ensures the information you hold on your customer is relevant, and can help you make decisions about their vulnerability.

Checking your data for goneaways (house moves) and bereavement also means that you’re not wasting marketing resources promoting your services unnecessarily or causing upset to bereaved families. This is a service that a casino client of ours is using to great effect.

How can we use third party data to acquire new customers?
Third party data can be used to great effect for acquisition campaigns. If sourced from a reputable provider and carried out in a responsible manner – that is, applying appropriate rigour in terms of assessing legitimate interest – then direct mail can be used very successful for the acquisition of new customers.

For one of our clients, we have created a cold direct mail campaign based on the principles. We conducted a risk assessment based on carefully permissioned and compliant third party data so that they could be more informed about their prospects. This has provided them with the potential for acquiring new customers who they can be sure are the right prospects.

Louis Sage is business development director at REaD Group

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