Sky Bet

Business Challenge 

Solution

Sky Bet re-oriented its product innovation and customer experience strategy, putting customers and consent-based data at the heart of decision-making. The Clubhouse, comprised of over 9,000 opted-in, richly profiled, and highly engaged players across multiple countries delivers overnight feedback from customers and beta testers informs product and marketing decisions, and delivers insight that goes beyond transactional
data analytics.

With a relentless focus on actionable results for stakeholders, the team ran almost 80 studies in 2018, averaging six per month. For comparison, the cost of previous methodologies would have enabled fewer than six studies per year for the same investment as The Clubhouse.

Through this, Sky Bet overlays a comprehensive segmentation on top of its customer base to inform everything the business does from a marketing, CRM, product, and trading perspective. Each customer falls into a segment depending on their onsite and betting activity, with the four most important segments termed GOAL segments. The segmentation is stored in their internal data warehouse and replicated in The Clubhouse so they can talk to specific customer sets quickly and effectively without having to repeat screening questions or run additional data analysis. The ability to repeatedly engage known customers and feed that insight back into their CRM enables Sky Bet to develop product features, advertising, and promotions that set them apart from other brands in the industry.

Currently, Sky Bet is in the process of fully integrating its data warehouse with The Clubhouse, gaining access to real-time data to increase the accuracy of its research. They will have the ability to look at a research problem e.g. “Why did people avoid our Soccer Saturday Price Boost?” and correctly target the football customers in the Clubhouse who did not bet to ask them why. The implications of this are exciting to both the insight teams and senior stakeholders in the business.

Another point of excitement is the opportunity to integrate automated data analysis and machine learning intelligence capabilities. Soon, the extent to which their databases link will mean that as segments change day to day based on player behavior they can trigger automated surveys or quick questions to invite The Clubhouse members to tell them about their betting or gaming behavior in real-time.