Presentation to Mobile Gaming Summit | #mGSummit | on Personalisation and Mobile CRM. 6 steps plan to shift from Product Development to Customer Development. #weburnthesky | #mobile

1. Personalisation ….
Shifting from Product Development
to Customer Development
Rob Thurner & Shireen Haddadeen
18.9.14

2. Rob Thurner
Consultant, trainer, author
• Managing
Partner,
Burn
the
Sky
• digital
agency
making
brands
mobile
• consultancy
&
strategy,
design
&
build,
CRM,
mobile
media,
op=misa=on
• Digital
Marke=ng
tutor
and
trainer
• Econsultancy,
IDM,
Haymarket
• Europe
&
USA
• Author
• mCommerce
and
mCRM
books
• Projects
• BeEair,
Ladbrokes,
Paddy
Power

3. Shireen Haddadeen
CRM & Early Life Executive
• CRM
Execu=ve
• Specialising
in
engagement
of
early
life
customers
to
nurture
through
to
reten=on
• Exploring
how
to
persuasively
integrate
personalisa=on
to
data
segmenta=on
in
campaigns
to
op=mise
LTV
•
Gaming
Experience
2009
-­‐
present
• Customer
services
conversion
agent
• Casino
CRM
reten=on
execu=ve
• Casino
&
Games
CRM
conversion
&
early
life
execu=ve
• Sportsbook
&
Exchange
CRM
early
life
execu=ve

4. Making mobile pay
“There’s
considerable
interest
in
and
enthusiasm
for
mobility
…
most
organisa=ons
s=ll
have
much
work
to
do
to
make
mobility
a
core
and
beneficial
element
of
their
business
…
86%
of
brands
have
not
seen
mobility
ini5a5ves
pay
for
themselves.”
Accenture
Mobility
Insights
Report
2014

5. Most focus on customer acquisition
Mobile
advertising
Site +app
development
Social
Mobile
Mobile PPC

6. Bigger opportunity for long term loyalty
Mobile
advertising
Site & app
evelopment
Social
Mobile Mobile PPC
Messaging
Mobile
Payments
Data
Integration
Geolocation,
NFC &
iBeacons
CRM &
Loyalty
Programmes
Second
screen
Coupons
Augmented
Reality
Mobile
Wallets
Video
Content
Web Design,
Build & UX
m-
Commerce

7. Extracting value from existing clients
0
10
20
30
40
50
60
1
2
3
4
5
Profit
Index
Years
Impact
on
profits
Profit
from
referrals
Profit
from
reduced
costs
to
serve
Profit
from
price
premium
Profit
from
increased
purchases
Base
profit
Source:
Harvard
Business
School

8. How are you rewarding fickle
customers?

9. PRODUCT
ONLINE RETAIL
MOBILE
EXPERIENCE
CUSTOMER
MOBILE
Business focus

10. #1 Develop customer personas
Buzz seekers Regular blokes
Career guys Routine strugglers
• Mosaic
profile
• Deposit
amounts
• Channels
used
to
engage
with
products
• Bet
risk
levels
• Using
net
loss
to
emo=onally
drive
engagement

11. Personas | Ladbrokes

12. #2 Customer insights | Betting motivators
• Winning
• Adrenalin
• Risk
• Thrill
• Escapism
• Challenge
• Glamour
• Social
• Fun

13. #2 Customer insights | EE realtime data
78% 21% 24 41
Photo Sharers
880MB
£££8.3%
Music Lovers
54% 42% 24 52
900MB
£££3.8%
Mobile Maxers
52% 44% 28 139
1.7GB
£££7.9%

14. #3 Review the customer journey
• Early
Life
–
Incuba=on
Period
• Ac=ve
–
Nurturing
reten=on
• Churn
–
Curbing
life
cycle
• Lapsing
–
Drop
off
• Dormant
–
Dead
• Registered
not
funded
Source: sensei customer lifecycle
or

15. • Crea=ve
• Offer
• Timing
• Products
• Target
audience
Typical
impact
on
results
Typical
=me
and
effort
#4
Create
bespoke
CRM
plans

16. Future
Value
Current Value
HIGH
LOW HIGH
Tailored Propositions
Cross and Up Sell
Retention
Program
Cost
Management
Recognition &
Stimulation
Program
Relationship
Maintenance
Program
Maximise current and future value through personalisation
#4
Create
bespoke
CRM
plans

17. #5 Effective CRM campaigns
‘The
use
of
colour
and
psychological
principles
of
persuasion
provide
powerful
ways
to
engage
emo=onally
with
others,
our
environment,
and
brands.’
Nathalie
Nahai,
The
Web
Psychologist

18. Building in personalisation
• Using
dynamic
fields
to
reference
favourite
sports,
team
names,
game
names,
deposit
&
reward
visual
monetary
values,
and
crea=ve
content
to
iden=fy
with
customers
on
an
individual
level
• Personalisa=on
is
par=cularly
influen=al
in
emo=onal
engagement
enabling
an
operator
to
reverse
nega=ve
impressions
or
experiences

19. Best practice | 32red welcome
Wild
Casino
acquired
by
32Red
–
Intro
Email
• Warm
personalised
welcome
feel
• Referencing
first
name
basis,
loyalty
• Trust,
safe,
building
rapport
• History
of
the
company,
who
they
are
• Referencing
their
awards
&
achievements
for
service
and
credibility
• Sign
off
mimics
a
real
signature

20. Best practice | betfair cross-sell
BeEair
World
Cup
X-­‐sell
• World
Cup
X-­‐sell
for
addi=onal
offers
• Crea=ve
–
emo=ons
resonate:
thrill,
excitement,
adrenalin
• Crea=ve
Link
to
Target
Audience:
World
Cup,
Football
• Crea=ve
combines
Casino,
adrenalin,
fun
with
sports

21. Best practice | betfair balance reminder
BeEair
Balance
Reminder
• Welcome
warm
feel
• Crea=ve
–
inspira=on
to
deposit
>
buy
chips
• First
name
personalised
feel,
deposit
reminder
to
boost
balance

22. Best practice | Coral winning bet
Cheltenham
2014
–
Coral
• New
customer
for
sign
up
Cheltenham
offer
that
came
in
• First
name
reaffirming
winning
first
experience
with
Coral,
-­‐
refers
in
subject
line,
and
main
crea=ve
and
repeated
3rd
=me
in
the
copy

23. Rich media
‘One
minute
of
video
is
the
storytelling
equivalent
to
reading
1.8
million
words.’
-­‐
Dr
James
McQuivey,
Forrester

24. Volume - Socio-demographic
Value – 30 days
Predictive
Behavioural
Click-path
Personalised
Refined
#6 Constant fine tuning
Registration data (volume)
Bet / gaming history
Modelled
Recency, Frequency, Value
Omniture, Site Catalyst, AD-X
Additional bet / gaming activity
Ongoing bet / gaming activity
+
EXTERNAL
DATA
FEEDS

25. Execution | Multi Stage in-event CRM
Race 1
Race 2
Offer 1
Race 2
Offer 2
Race 2
Offer 1
Race 2
Offer 2
Win
1st
Race
Yes
No
Race 3
Offer 1
Race 3
Offer 2
Race 3
Offer 1
Race 3
Offer 2
Win
2nd
Race
Yes
No
Win
3rd
Race
Yes
No
Race 4
Offer 1
Race 4
Offer 2
Race 4
Offer 1
Race 4
Offer 2
Win
4th
Race
Customer
Places bet
on 1st Race
Based on outcome of
1st race – different
offers automatically
sent to customer via
relevant channel
As with previous race –
different offers / best
prices to encourage
further bet
Initially via mobile
app push
Subsequent
email / SMS
comms in phase 2

26. #7 Win over stakeholders
Source: burnthesky.com

27. Our approachBurn The Sky approach

28. Tips for CRM personalisation
• Technology
delivery
based
on
improving
user
experience
and
engagement
• Agile
and
long
term
investment
plan
across
whole
customer
journey
• Smart
mobile
analy=cs
to
deliver
genuine
insight
and
measure
effect
• Ac=ve
involvement
from
top
management
• Input
from
external
experts
delivering
proven
solu=ons

29. Thank you!
rob@burnthesky.com
@weburnthesky
Shireen.haddadeen@beEair.com
@betshizelle