The Industry
ABOUT ENTAIN GROUP
Entain, a leading force in the dynamic sports betting and gaming industry, commands a global presence. Their unwavering dedication to operating exclusively within regulated or regulating markets has positioned them as the premier diversified leader in gaming. Supported by robust brands, prominent market standings, and an evolving localised approach, Entain’s business thrives on in-house technological prowess and product expertise. Their overarching objective is crystal clear: to deliver unparalleled entertainment experiences to their global clientele while upholding the industry’s highest standards of player protection across both betting and gaming realms.
The Challenge
UNREALISED POTENTIAL
Entain encountered significant challenges in harnessing the full potential of their customer data for retargeting campaigns. Their reliance on a Best-of-Suite CDP vendor posed obstacles, including a lack of commitment and support, which hampered their ability to utilise the platform effectively. Moreover, the absence of transparency made it challenging for Entain to gain clear insights into their customer data and make informed decisions. Additionally, they were constrained by the inability to use multiple IDs and varying ID strategies, as they were strictly limited to less persistent identifiers.
With the realisation that their current system was no longer viable, Entain sought to future-proof and elevate their retargeting strategies by leveraging enhanced data tracking and profiling capabilities.
Entain aimed to overcome these challenges by transitioning away from the Best-of-Suite CDP vendor and implementing a new CDP that would address their needs for enhanced retargeting capabilities. Their objectives included:
- Future-Proofing Retargeting Efforts: Entain sought to future-proof their retargeting strategies by adopting a more agile and responsive data management solution.
- Enhancing Efficiency and Personalisation: The primary goal was to optimise their customer targeting strategy to increase efficiency and personalisation, ultimately driving better results in their retargeting campaigns.
The Solution
OPTIMISING CUSTOMER DATA MANAGEMENT AND ACTIVATION FOR ENHANCED ONLINE ENGAGEMENT
To address these challenges, Entain transitioned away from the Best-of-Suite CDP and partnered with Zeotap to implement a new data management solution. The key components of the solution included:
- Ingestion and Setup: Zeotap assisted Entain in setting up two separate organisations for the EU and US, simplifying the process compared to the previous vendor. This involved hassle-free deployment of over 20 different sources, from Google Tag Manager to SFTP, S2S and Flat files.
- Efficiently connecting to 3rd party partners: Zeotap supported and continues to support new integrations, our previous provider was unwilling to support and took up to 18 months to build, Zeotap worked effortlessly to build new integrations without doubt or pushbacks.
- ID Strategy Configuration: Zeotap CDP’s advanced ID strategy, allowed Entain complete transparency and control in selecting identifiers for profile creation. They could categorise identifiers as primary or secondary, and even determine whether the identifiers can participate in Identity Stitching or not. Additionally, they could refine the profile unification process by setting priorities within each identifier classification. Entain can now utilise multiple IDs and employ varying ID strategies thanks to Zeotap CDP’s streamlined management of ID stitching strategies, ensuring a seamless process that led to over 260M EU Profiles and around 100M US Profiles (as of July 2024).
- Initial Audience and Destination Setup: Entain activated various use cases, including acquisition, retargeting and customer retention. This involved setting up 160 active segments in the EU org for Acquisition (Suppression), Retargeting and Customer Retention, along with the successful setup of over 100 destinations. Likewise, in the US org, 20 segments were activated for Acquisition (Suppression), Retargeting and Customer Retention, with 23 destinations successfully set up.
- Use case Activation: Their main focus was on the Acquisition use case, which involved identifying, creating, and sending an exclusion list to ensure they weren’t targeting specific customers in their acquisition campaigns. With Zeotap CDP’s easy to use Audience module, Entain could effortlessly create both easy and complex audience segments making use of conditional blocks and operators all by themselves without the need for technical expertise. Once the audiences were created, distributing it as a one-off to all desired destinations was also equally seamless with Zeotap CDP’s Destination module.
- Project Lead and Continued Support: Luke C., from Entain, assumed the role of project lead, overseeing coordination with Zeotap and was hands-on driving the implementation process forward. Zeotap, in turn, provided consistent support, including daily sync-ups, customer success management, and troubleshooting assistance. This ongoing commitment to support and care from Zeotap was a key differentiator. Regular communication ensured we stayed on track with new implementations and promptly addressed any issues or bugs that arose. to ensure a fast deployment.
THE RESULTS
4X HIGHER MATCH RATE AT 90% ON FACEBOOK THAT ENHANCED THE EFFECTIVENESS OF THE RETARGETING CAMPAIGN
Implementing Zeotap CDP resulted in significant improvements for Entain. They could swiftly create audience segments in both the EU and US organisations without any external assistance. Moreover, they seamlessly activated these segments across prominent platforms such as Snapchat, Twitter, Facebook, TTD and more.
Zeotap CDP’s intuitive interface and ongoing support ensured a seamless experience from data ingestion through segmentation to activation. Entain achieved a 4x higher match rate at 90% on Facebook.
THE FUTURE
5 YEARS PLAN FOR BETTER BUSINESS OUTCOME
Entain, with their successful MVP use cases, has future plans to further optimise their data management and retargeting efforts. Their strategic vision aims to explore additional real-time use case activation capabilities to enhance their targeting precision and agility. This would drive a wider range of use cases and ultimately build a more holistic customer profile. Their future plans also involve integrating additional activation platforms to enhance performance marketing efforts.
