A F I N I U M X X S O L U T IX X X X X X X R E XXXXX ON CENT SPONSORED EDITORIAL
CRM FOCUS
The pro?tability roadmap
With marketing among the biggest expenses on a gaming operator’s balance sheet, Alex Hobbs reveals how Genting has consistently generated market-beating marketing ROI through a solution now open to the wider market: A?nium Software
Bwin.party’s marketing expenditure was €218m in 2011, equivalent to 27% of the company’s total revenues, while in the case of many online operators more than 60% of their expenditure is dedicated to marketing. Given the amounts being spent and the tough economic climate, it is no surprise that gambling operators are turning to technology to improve the efficiency and accountability of their marketing and so to overcome Wanamaker’s dilemma: “Half the money I spend on marketing is wasted; the trouble is I don’t know which half.” In this age of marketing complexity and velocity, gaming CMOs, CEOs and CFOs at July’s WGES conference were crying out for proven, fast to implement and easy to use tools to improve their marketing processes. Marketing software is the only way to make marketing accountable in a world of multi-channel personalisation and 'big data', let alone optimising the process in real-time on an automated strategy. Mckinsey stresses: “The ?nancial returns and the ability of all forms of communication to in?uence consumers would be precisely calculated, and deciding the marketing mix would be simple.” Cap Gemini emphasises the danger of being slow to adopt marketing software: “An attitude of ‘if it ain’t broke, don’t ?x it’ will not work when your competitors are being more efficient in their marketing...Those who do not take advantage of this new source of business insight will be left behind.” A?nium Marketing Software is the only credible partner in our industry, as it has been empowering Genting to consistently outperform the market since 2008, resulting in the operator winning the prestigious Marketing Society Gold Award for CRM in 2011 on the back of unprecedented marketing ROI. A?nium software was developed and perfected at Genting, but is now available to other operators. By adopting A?nium, you will avoid huge development costs and time delays, and instead can rapidly enjoy the bene?ts of this affordable, best in class software and its proven roadmap to success. There are even secondary organisation-wide bene?ts that will help onboard all your company’s stakeholders. “The data insights that now come from A?nium are used across the business to help us with propensity modelling, commercial decisions regarding new casino licenc H\ X?][??\? ?[\? H?X?[] HZ^ ???\?[??\?? X??8?'H ?^\??\[???[ XY?X\??][????[?[??R?Y[??8?'[?Y][? ?H[ ?? \?H{? [?][H ? ?[????[Y\? [?[ ?[??? X??\??Y\? ?]\?X?[? ?\??^\?[? ?X? ??YH ?[ XX?H?YY?X???? ?? X?[???[][?X?][?[?[??[Y[? ??'H{? [?][H??? H] ?X\??]\??? ?] ^H[ ?XY H? ?\?\??] \?[?I?][ ??[?X?\? [H ?;? [?[?^ ?]?]? ?]?[?YH ? ?X[\?X\?[ K??\\??] ?XY??Y[? ?\??X?\? ??[?[??XZ?\?]?X\? ] ?] H ?Y? X\??][?? ?? ?\?K?\?]??\?HX?H ?]?\?Y?H ?X[ ][YH[??Y? ?[?XZ?H ??[? Y][???]]?HX\??][???Y?][??][??8?'Z?[?? ?\?]]H???H?X[ H[?Y[X?\??\?\? ?[[??\X???\?^\????[??]?\?Y?H ?[? ] \???[? ?X?{? X? \??\?\?Y[X?\??\?\? ?[??[?H?\??Y\? ?\??[??[???X?[?[??][[??H ?[??H?\??Y\? ?Y]? ??][?[ H ??Y\?X\?[ H[?]\?X?H[??Y? [?Y? H \???[\?YX\??][????????]]?X]Y ?Y??\?X?\?Y[XZ[[??T??[\ZY???'H^HY ?X?H\???&] ?Z] ?\? Y??KX?X??[???[??[?[???&\?[??\?Y[?[? [?Y\?[?? \? X[? [X\??]\?][??[?[???H[?Y???X?H ?? ][? ?X\??][????Y?Y[?][?[???K???SV??[^???\?H??Y\??? [?H
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