Friday view: Get personal
Scollay Petry, VP of strategic services at OtherLevels, gives his six hints for improving personalisation in push messaging
- Know the player, how recently they played, what theyâve done, how valuable they are to you and whereabouts in the world they are. All this helps create a better picture of that player and how best to interact with them. Messages can then be tailored based on specific activities, interests or behaviours.
- Time messages to coincide with pre-game build-up and deliver content thatâs different as the game progresses, be it at half-time or in the middle of a match. Customers should be relevant too. If someone only bets on football, send only football-related messages and refrain from irrelevant messages.
- Segment customers based on the data you have on them and target these segments at different times with different offers in order to boost the appeal of personalised messages. VIP players can be offered lucrative opportunities to reach higher status levels, and high-value non-VIP players can be educated about how to reach VIP levels.
- Refine future messages by evaluating the success rate and by launching an A/B test to see if another strategy might work better for a particular segment of player.
- Plot out a customerâs journey from the time they first open the app to when they might first deposit and address challenges or obstacles that might get in their way, before engaging customers with solutions.
- Take opportunities presented by geotargeting or geolocation capabilities, such as sending a special offer to customers watching a particular game or match live.