TRAFFIC & STRATEGY
we need to adhere to as we launch into the US and also have everything we have on regulation practices checked with outside compliance departments to make sure we ’ re following the rules in place .”
Murphy , though , is someone who ’ s in favour of anything that ’ s going to protect the customer when it comes to marketing regulation for gambling content . “ I ’ m very aware we ’ re in an industry that ’ s a leisure pursuit and I might have a bet on the weekend on the football as much as any of our customers will . “ I know there ’ s other pleasure pursuits we ’ re competing with for that dollar of disposable income , but day-to-day it ’ s really important for me that people are betting as a pleasure pursuit rather than as something that they feel is a need to do so .”
Misleading last-click
While some in the industry are looking at programmatic marketing as a potential replacement for traditional media buying , Murphy thinks it ’ s best seen as another tool in the customer journey .
“ I ’ m in favour of using both as I think they serve slightly different purposes ,” he explains . “ Platforms such as Google allow you to speak to potential customers in the first instance and then programmatic comes as bit more of a support role , a bit like how companies use billboard ads to enhance the campaign and make it more visible .”
He stresses there should be less noise about where the conversion comes from in deciding if one model is better than the other . “ If you were to do everything on a lastclick basis , it would be incredibly difficult to justify a programmatic campaign working because it ’ s not necessarily what it ’ s designed to do .
“ QiH ’ s BI insights have also allowed us to build attribution models to understand just when somebody has been served a programmatic ad , not necessarily clicked on that ad , but how that ad contributes to their buying process ,” Murphy adds .
Staff expansion
Murphy arrived as part of CEO Jamie Walters ’ ongoing refresh of the exec team with next-gen leadership , with Sachin Saxena recently joining as CTO and Andrew Lee being promoted to COO .
And as if Murphy and the 70-strong workforce aren ’ t busy enough with the US , sports betting and programmatic expansions , the CMO hints that the QiH team could also nearly triple in size over the next 12 months .
Murphy ’ s appetite and passion for the challenges ahead is patently also shared by his team of marketers . This places them in good stead to ride out the bumps in the road that inevitably come with such a rapid scaling of the business and play their part in keeping the wider QiH business on the aggressive growth path mapped out by CEO Walters and his new senior leadership recruits .
If you were to do everything on a last-click basis , it would be incredibly difficult to justify a programmatic campaign working because it ’ s not necessarily what it ’ s designed to do
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