Ladbrokes and Aditi - Digital Transformation Case study
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Transcript of Ladbrokes and Aditi - Digital Transformation Case study
THE DIGITAL FUTUREA CASE STUDY IN DIGITAL TRANSFORMATION – IMPLEMENTING AN OMNI CHANNEL STRATEGY
Daniel HallHead of BI/CRM Programmes
Ladbrokes
Gary FitterSenior Programme Manager
Aditi Technologies
RULES OF DIGITAL ENGAGEMENT ARE EVOLVING FAST
1995
INTERNET OF
DOCUMENTS
CONTENT
2000
INTERNET OF
COMMERCE
DESIGN
2005
INTERNET OF
APPLICATIONS
CLOUD
2010
INTERNET OF
CONTEXT
DATA
2015
INTERNET OF
THINGS
DEVICE
MEET THE MOST CONNECTED PERSON
SSBT
FitBit
iWatch
Narrative Camera
Samsung Gear
Smart TV
Phones and Tablets
Gaming Console
…and our customers will be as connected in the next 2 years
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AND WE ARE EXPECTED TO KEEP UP WITH THEM
“I WANT TO PLACE MY BETS ON ANY GAME FROM ANYWHERE, ANYTIME”
“I WANT ACCESS TO FUNDS”“I WANT TO GET THE SAME GREAT
GAMING EXPERIENCE ACROSS ALL MY DEVICES”
“I WANT YOU TO GIVE ME SUGGESTIONS AND OFFERS THAT ARE RELEVANT TO ME”
“I WANT YOU TO SEND ME REAL-TIME ALERTS”
“I WANT YOU TO ENSURE SECURITY OF MY DATA”
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Which of the following best describes your company’s current status on cross-channel engagement?
8%
20%
28%
32%
12%
Don’t Know
If there has been
any steps towards
cross-channel
engagement
No Focus Yet
We do not have any
clear strategic
objectives or goals for
cross-channel customer
engagement
No Results Yet
We have made good
progress, but have yet
to fully realise intended
benefits
Leaders
We have achieved
cross-channel customer
engagement and are
leveraging it
60%
We would lose our
customers to
competitors with more
advanced customer
engagement capabilities
86%Our brand value could suffer
substantially
Is customer engagement important?
Slow Implementation
We have a strategic
vision, but are
progressing slowly on
implementation
56% OF ORGANISATIONS ARE NOT GEARED UP TO MEET CUSTOMERS’ DEMANDS
Source: Aditi Information Week survey
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Users are unhappy with the existing mobile betting and gaming applications due to the lack of an unified experience and will move to another platform!
54%
Source: Gartner and Gambling Compliance
7
$45.24bnGlobal online market growth by 2015
$30bnGlobal mobile gaming revenues by 2015
4.9bnConnected devices by 2015
Source: Gartner and Gambling Compliance and Newzoo
THE OPPORTUNITY IS HUGE!
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AND WHERE DOES THAT LEAVE US AS AN INDUSTRY?
INCREASED COMPETITION
INCREASED OPERATION COSTS
DEVICE PROLIFERATION
EXPERIENCE
ACCESS
RELEVANCE
LOYALTY
Compelling, connected and unified experience across all channels (Desktop, Mobile, Smart TV, Console, SSBTs, FOBTs and very soon, Wearables)
Being able to access all new features, new and richer content from their favourite brand, faster
Targeted and relevant content based on preferences and history
Incentives and relevant promotions
BUSINESS CHALLENGES CUSTOMER EXPECTATIONS
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EXPERIENCE LED DIFFERENTIATION TO DRIVE PROFITABILITY
ENHANCED CUSTOMER
EXPERIENCE
ENHANCED INSIGHTRICHER DATA – BUILD
AN SCV OF OUR
CUSTOMERS
GREATER CUSTOMER
ENGAGEMENT
TO MOVE FROM TRANSACTIONS TO A UNIFIED OMNI-CHANNEL EXPERIENCE
SO WE PLACED OUR BETS ON…
12
#1 RELEASING MORE CONTENT FASTER AND ENABLING A UNIFIED
EXPERIENCE ACROSS ALL EXISTING CHANNELS AND NEW ONES AS THEY
EVOLVE
• Simultaneous content release across platforms
• Build once publish every where with responsive design
• Reduce duplication of effort
• Improve quality
• Faster time to App store and Google play with wrappers
• Agile engineering
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#2 ENHANCING RETAIL EXPERIENCE WITH COMPANION DIGITAL TOUCH
POINTS AND EMBRACING MULTI-CHANNEL BEHAVIOUR
• Second screens for enhanced customer
engagement
• Simplify and increase loyalty card behaviour
• Extend digital wallet for use in store
• Increase in-play interaction and cross sell
• Insights for staff to understand in-store
customers and improve engagement
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#3 HARVESTING DATA AND ENABLING A SINGLE VIEW OF OUR
CUSTOMERS
• Understanding the customer journey
• Insight into our customers’ behaviour
• Influence daily & hourly KPIs
• Detect fraud real time
• Resolve customer complaints faster
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#4 DRIVING INFORMED AND PERSONALISED EXPERIENCES BOTH ONLINE
AND IN-STORE, LEVERAGING DATA ANALYTICS AND INSIGHTS
• Targeted content based on channel and player activity
• Predict player LTV immediately
• Reduce player churn
• Customise promotions to engage player across channels
1-EXPERIENCEBE RELEVANT
RICH OMNICHANNEL EXPERIENCE
BE THERE
BE 1-STEP AHEAD
UNIQUELY PERSONALISED EXPERIENCE
MOBILE
ANALYTICS
CLOUD
SOCIAL
POWERED BY
GENERATE DEEP UNDERSTANDING
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A CASE IN POINT: CAPABILITIES FOR DELIVERING A FASTER OMNI-
CHANNEL EXPERIENCE, FASTER
INCREASE QUALITY OF CONTENT MAXIMIZE PROFITS DURING THE
BUSIEST BETTING SEASON
REDUCE TIME TO MARKET BY 50%
DOMAIN KNOWLEDGE REUSABLE ARTIFACTS PLATFORM IAND GAMES
NTEGRATION
DATA AND INSIGHTS QUALITY ASSURANCE
MORE ENGAGEMENT MORE REVENUE
NEW CONTENT ACROSS
CHANNELSSATISFIED PLAYERS
STABLE PRODUCT FASTER DELIVERY
MORE PLAYER INSIGHTS SEAMLESS UI /UX
DRIVING
DEAR FUTURE,
WELCOME HOME!