EXPERIAN
SPONSORED EDITORIAL
FRAUD FOCUS
More from ID veri?cation
As the industry continues to grow and the cost of player acquisition becomes more expensive, Experian argues that it’s time for ID veri?cation providers to up their game. ID veri?cation should not just spot underage gamblers or card fraudsters but also identify the most valuable players in real-time as they create new player accounts, explains David Pope of Experian
Quickly and seamlessly verifying player identity across multiple geographies is now a de rigueur expectation from gaming operators looking to increase revenues through internationally diverse player bases. Last year’s union between 192business and Experian is delivering just that. Experian’s acquisition of 192business was driven by the success of 192business’s ID veri?cation platform which had already plugged-in official primary veri?cation databases from key markets. Experian and 192business have recently released veri?cation data in Denmark, the Netherlands and South Africa on the ProveID platform. From now on, the name of the game is to marry Experian’s wealth of credit reference agency data across 20 countries with the easy functionality of the 192business platform. Anyway, that’s the corporate talk out of the way. Here’s what I think will be the next battle ground for gaming operators… The next battle ground The proliferation of gaming operators and platforms in a notoriously promiscuous marketplace where churn is commonplace surely means that operators need an edge to hang on to the most valuable, top-quality customers? At ICE last month, I overhead an operator saying that
David Pope is a data validation and data analytics specialist at Experian. As marketing director at Experian Decision Analytics, David’s remit is to understand how data validation and analytics can help operators take customer data beyond the realms of age verification and explore what customer insight it can drive.
“retention is dead”. I disagree, it’s just a question of knowing which players to invest time and love and money in. This is a marker that has to be laid down and led by your ID veri?cation provider. So, brie?y back to the corporate talk if I may: among many other things, Experian is also a customer insight specialist that ampli?es basic customer data and customer transactional history with demographic and ?nancial segment models. Our data scientists (yes they are actual scientists with long quali?cations appearing after their names) then apply analytical tools and analyse the past to predict the future. Using this knowledge, we then work with clients to create customer level strategies to deliver real-time actions about new customer applications or ongoing interactions. Ok, so the end product of this corporate talk? We can tell you more about your players when they start creating their account so you can start tailoring their experience straight away. To date operators have had to wait to get a few weeks or months of transactional history to get a feel for what kind of customer they are likely to be. Let’s call this dynamic CRM, and here are some examples of how it can drive value. Player A, for argument sake, let’s call him Calvin. At the very start of the registration process, the operator asks him for his email address and Experian recognises that email address and matches it to their ConsumerView marketing data. Experian knows that Calvin lives in a pretty affluent neighbourhood, what media he consumes and what kind of car he drives. Thanks to previous customer analysis, we know that players that match Calvin’s characteristics have previously been in the top 5% of player LTV segments. According to the customer strategy rules created with the operator, Experian’s 'decision engine' then sends a message to the operator’s site to offer a tailored sign-up process, with tailored sign-up bonus incentivisation and a courtesy call to welcome them to the VIP club. The result? Identifying potential VIPs and looking after them from the moment they set foot in your virtual casino. Not that different to how the whales are looked after when they touch down in Vegas (minus the limo and the personal assistant of course). This level of insight is no longer an aspiration, it’s a critical requirement for all businesses with an ambitious eye on growth, retention and CRM. Winning, identifying, segmenting and retaining a reliable cohort of valuable players could be your edge for future growth.
www.egrmagazine.com
59