Share these talks and lectures with your colleagues
Invite colleaguesCase study
How real-time analytics changes the face of the sports betting industry
Journal of Digital & Social Media Marketing,
5
(1),
61-75
(2017)
Abstract
Sports books are turning to technology to help with risk management, customer experience, social media interaction and spotting fraudulent activity. This paper looks at the differences between the latest data warehousing technology, delving into the pros and cons of data lakes, streaming and in-memory technology, as well as analytics. The paper provides a roadmap of how to utilise these technologies to increase customer acquisition, engagement, segmentation and player profiling. It also describes the creation of a risk management engine to help sports books hedge their positions. Finally, it discusses how social media marketing can be utilised not to only drive engagement but also increase a sports book's revenue.
Keywords: customer experience management (CEM); social marketing; machine learning; real-time intelligence; Big Data; analytics; data lake; data waterfalls; betting; contextual marketing
The full article is available to subscribers to the journal.
Author's Biography
Andrew W. Pearson is the Managing Partner of Intelligencia, a leading software Big Data, fast data, mobile and social media implementer for the gaming, finance, healthcare, energy, hospitality and retail industries. His clients include the Venetian Macao, Galaxy Macau, The Genting Group and several Asian sports books. He has written books on casino marketing, predictive analytics and mobile and social media. A frequent speaker on such topics as Big Data, predictive analytics, customer relationship management (CRM) and social CRM, as well as mobile and social media, he is fascinated by the rapidly changing business world, especially in Asia.
