Audience activation option now available for network operators through OtherLevels
In a four-month study conducted by OtherLevels, a provider of real-time, multi-channel experience platforms, it was found that leading US sportsbooks are missing opportunities to engage customers effectively through personalized marketing. The study, which was carried out in a single US state, involved placing 734 wagers of equal value with four leading sportsbooks across various sports.
The research revealed that sportsbooks are not fully leveraging existing customer data to activate and engage their audiences through personalized messaging. This lack of personalization has led to suboptimal marketing effectiveness and revenue loss.
According to Brendan O'Kane, CEO at OtherLevels, messaging prioritizing player prop betting often features pre-selected players from major sports leagues, with a negligible 0.49% of messages even including the first names of the research team customers. Furthermore, operators' messaging does not adapt to researchers' demonstrated interests.
However, the study also demonstrated the value of truly personalized bet prompt and activation communications. Using the OtherLevels Experience platform, which creates personalised, relevant, and contextual content, the communications yielded outstanding results. For instance, there was a 16% lift for NBA messaging, an 8% lift for NFL messaging, and a 30% lift for NFL on-site engagement.
The analysis of 401 received messages revealed that only 3.74% of messages promoted a team previously backed by the researchers. Similarly, only 0.75% of messages mentioned any of the top five most-wagered-on players, and a mere 3.40% of prop-focused messages mentioned a player previously wagered on.
Tailoring promoted players to a customer's specific interests achieves far superior results, according to O'Kane. Over a 12-month period, OtherLevels measured the impact of 100% automated, hyper-personalised activations for one operator. These personalised communications led to a significant lift in customer activation.
The high volume of generic prop messaging suggests a predetermined focus rather than a data-driven approach, highlighting a missed opportunity for operators to leverage existing customer data for more effective engagement. The study underscores the importance of operators harnessing their data and converting insights into personalised content to deliver real engaging customer experiences.
In conclusion, the study by OtherLevels has shed light on a significant gap between customer betting behavior and the personalized marketing efforts applied by leading US sportsbooks. By adopting a more data-driven, personalized approach to marketing, sportsbooks can potentially improve their marketing effectiveness and customer engagement.
- Sportsbooks could significantly improve their marketing effectiveness and customer engagement by adopting a more data-driven, personalized approach, as demonstrated by the missed opportunities found in the studied US sportsbooks' predetermined focus on generic prop messaging.
- The lack of personalization in sportsbook marketing, such as the found insufficient use of customer data for activating and engaging audiences through personalized messaging, has led to suboptimal marketing effectiveness and finance loss, as uncovered by OtherLevels' study.
