VIP Segmentation

Analysis | Develop | Monitor

A rethink of what makes a VIP user.

The project involved improving Betsson Group's customer segmentation model based on extensive research on customer behaviour. This enabled Key Account Managers to manage their portfolios more effectively and also helped to identify potential VIP customers.

"Revolutionise Betsson Customer Segmentation Model: The Key to Boosting Revenue"

Date

Oct-January 2018

Role

Data Analysis

Team

Account Manager Lead

Data Engineer

Deliverables

Define the problem, collect and clean data, explore the data, analyse the data, and interpret and communicate the results.

{ Evolution }

After conducting a thorough data analysis, we identified a specific cohort of potential VIP customers who had expressed doubts about the effectiveness of our customer segmentation model. As a result, we proactively tackled the issue of losing customers and revenue due to an inefficient customer segmentation approach. Our comprehensive methodology entailed a systematic approach to resolve the issue at hand. Initially, we endeavoured to define the problem and ascertain its underlying cause, which served as a foundation for our subsequent activities.

Subsequently, we collected pertinent data and meticulously cleaned it to ensure accuracy and completeness. We conducted a rigorous analysis once the data was ready, applying various statistical methods and techniques. Finally, we interpreted the results and effectively communicated our findings to all pertinent stakeholders, ensuring they understood the issue and our recommended solution. The systematic nature of our approach, coupled with our expertise, enabled us to deliver a comprehensive, effective, and efficient solution.

Creating a VIP segmentation

Functionality I Truly Love

Define your criteria

We identified the criteria for our VIP segment based on factors such as the frequency of bets placed, the amount of money wagered, the customer's lifetime value, and their level of engagement with our platform.

Analyze your data

I meticulously analysed our data to identify valued customers who fit the profile for our VIP segment. We carefully sifted through our comprehensive customer database, scrutinised purchase histories, and examined other pertinent data to pinpoint these customers.

Create your VIP segment

We identified a group of customers with a specific deposit journey behaviour and used the insights to personalise our marketing efforts. Creating a dedicated VIP segment gave our most valuable customers a superior gambling experience, which helped us maintain and grow our market share.

Monitor and adjust

I meticulously scrutinised the players' behaviour, spending patterns and level of engagement to gain insights into their preferences and needs. Based on my findings, I provided recommendations for strategy adjustments whenever necessary to optimise the business's performance.

{ Reflection }

Betsson Group faced challenges with an ineffective customer segmentation model that caused them to lose customers and revenue.
The VIP Segmentation initiative involved defining the problem, collecting and cleaning data, exploring and analysing it, and finally interpreting and communicating the results.
The initiative proved successful, with a 4% reduction in attrition rate and a cumulative revenue of €1M within the first 21 days.
Betsson Group's commitment to using data-driven insights to make informed decisions positively impacting the bottom line was critical to the initiative's success.
The VIP Segmentation initiative is an excellent example of how companies can leverage data and innovative approaches to improve their models and achieve their business goals.