CRM & Retention in Gaming
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| 09:00 | Chairman’s opening remarks |
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| 09:10 | Retention is not enough – engagement is the key
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From acquisition to relationship – make customers aware, understand and believe
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Direct the player journey based on brands and customer behaviour
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The customer lifecycle – engagement versus value
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| 09:40 | Proving the value of a multi-channel offering: keeping and growing customers across a brand portfolio
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Understanding the challenges associated with tying up your mobile, land and online customers
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Identifying the behaviour differences between offline and online customers and understanding how to fit them into your multi-channel management
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Working out the best way to approach your customer based on preferred channels and behaviour
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| 10:10 | Getting a 360 view of the customer: taking ownership of the customer and marketing intelligently to them
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Identifying the strategic marketing challenges when there’s no single marketing authority
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Developing a centralised marketing strategy that allows you to develop a comprehensive customer engagement approach
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Exploring predictive modelling for scoring and propensity
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Collecting customer data from each touch point and creating a cross-company strategy to approach them as opposed to having product marketing manager and no particular company ownership of the client
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Ensuring relevant and appropriate customer engagement based on insight, preferences and sensible recommendations
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Combining historical and current behaviour to gain accurate and fresh insights on consumer behaviour through the alignment of CRM and BI tools
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Utilising customer intelligence analytics and data exploration for personalisation of online experience and marketing campaign
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| 10:40 | Coffee and refreshment break Sponsored by: 
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| 11:10 | Inside the mind of the online gamer: optimising customer insight and data mining to really understand your customers Segmentation and profiling of online gamers in gaming differs significantly from other sectors, so making sense of the huge amounts of data you collect is an imperative. This session will examine ways to make sense of customer behaviour and base your CRM strategy on these insights.
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Gaining insight into the reasons for the huge amount of churn in online gaming such as multiple account holders
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Making sense of the data to understand online behaviour patterns of high-value customers
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Comparing usage patterns for each product line based on Recently/Frequently/Monetary (RFM)
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Analysing the factors that affect user patterns such as seasonality and salary cycles in each country to know how to get the right target metrics and data mining strategy
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Quantifying the benefits of investing upfront in extensive data mining, segmentation and profiling
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Discerning between good high-value and risky high-value players – bonus chasers versus loyal customers
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| 12:10 | Maximising database value for your casino products
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Developing strategies to maximize retention and loyalty based on really understanding your customer
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Developing processes for segmenting and managing your database based on customer experience
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| 12:40 | Networking lunch break Sponsored by:
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| 14:00 | Mobile CRM: from insight to customer delight
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Identifying the challenges of getting the data you need from mobile customers
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Understanding how to convert key information such as mobile number, bets, transactions and withdrawals into valuable customer insight
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Determining how to create the right customer engagement points in order to collect information such as demographics, location, hobbies and tastes from these companies
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| 14:30 | How to increase your conversion rate within 6 weeks, and then stay ahead of the curve for years Sponsored by:
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EVOLVING YOUR CRM STRATEGY |
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| 15:00 | Unlocking social CRM for your company
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Understanding how social media tools and technology changed CRM
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Exploring how social media is changing the purchase funnel
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Managing inflated expectations through social media
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Strategies to listen, support, empathise and embrace
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Exploring a social media listening demand centre
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Exploring the tools that can help your department
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Assess what metrics apply to your business
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| 15:30 | Leveraging social network analysis in your online gaming marketing strategy Social network analysis has recently taken off as a result of social networks and the ability of influencers to really have a platform to influence from. What can operators do to leverage this amazing opportunity?
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Developing strategies for segmenting and profiling your customer base to identify early adopters and leaders
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Exploring ways of approaching Social Network Analysis in the light of convergence between online and mobile applications
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Upgrading your key influencers to VIP status to encourage their promotion of your band and services within their social network
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Utilising social networks as a customer care channel by detecting and addressing negative feedback and providing tips and customer support
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How can this feedback into your CRM?
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| 16:15 | Coffee and refreshment break Sponsored by: 
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| 16:45 | Building loyalty across offline and online gaming channels: taking your players from offline to online and vice-versa Panel discussion joint with Integrating Online and Offline Gaming Conference
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Analysing customer acquisition and retention costs and determining the financial scope available for loyalty schemes
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Customer analytics – combining customer information and insights from offline and online player habits
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Leveraging the strength of your brand to successfully operate across channels
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Exploring the options available for loyalty schemes such as points, credit or giveaways
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Understanding how to leverage these cards to provide the optimal end to end experience both online and land-based businesses
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| 17:45 | Closing remarks from the Chairman and end of conference |
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