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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

29-30 April, 2015 | ICC, ExCel, London


Delivering an engaging experience across both online and offline channels Brandon HartnessAlexis Grigoriadis | Online Marketing Director, Eurobet Italia


Brandon HartnessMarketing Cloud Evangelist

[email protected]@adobe.com

mailto:[email protected]


Alexis GrigoriadisOnline Marketing Director, Eurobet

[email protected]

mailto:[email protected]


Changing the WorldThrough Digital

Experiences



ADOBE DOCUMENT CLOUD

ADOBE CREATIVE CLOUD

ADOBE MARKETING CLOUD



PERSONALISED RELEVANT REAL-TIME

Consumers interactions are more complicated…



As a result, marketing is more complicated . . .

Mobility

Ecommerce

Campaigns

Social

Experience

User Sat

OMNI

Display

SEO

Personalization

Hyper-local

Analytics

Channel

Big Data

Service

Brand

Prioritizing Major Initiatives Coordination Across Multiple Channels

Managing Proliferation of Technology



This allows you to have more relevant, consistent and effective customer conversations

DIRECT MAILMOBILEEMAILWEB SOCIAL

MULTIPLE CHANNELS

MULTIPLE DATABASES &

TECHNOLOGIES

Register Now! Loyalty

Rewards $15 offToday Only!

“Like” usto win!

25%offDISJOINTED

EXPERIENCE



SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET

ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES

USER MANAGEMENT & ADMINISTRATION

Data & Content

PRIMETIME AUDIENCE MANAGER



This allows you to have more relevant, consistent and effective customer conversations

WINTERSALE

WINTERSALE

WINTERSALE

WINTERSALE

WINTERSALE

WINTERSALE

WINTERSALE

POS DIRECT MAILCALL CENTERMOBILEEMAILWEB SOCIAL

Adobe Marketing Cloud

Marketing Data

ENTERPRISE DATADIGITAL INTERACTIONSCONTENT

CONSISTENT EXPERIENCE &

MESSAGES

DATA-DRIVEN DECISIONS

CONSOLIDATED DATABASES


© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile Services for Adobe Marketing Cloud

One SDKAnalytics

Target

AudienceManager

Campaign(2015) Location Targeting with iBeacons

App Optimization & A/B Testing

App Analytics

App Store Analytics & Acquisition

Adobe Mobile Services

One UI

Digital PublishingSuite PhoneGap

Enterprise

In-App Messaging New



App usage +Appstore KPIs

One SDK

Analytics

Target

AudienceManager

Seamlessworkflow

Seamless dataflow

Analytics Target

Mobile Services for Adobe Marketing Cloud



DeepApp Insights

App ExperienceTesting

A B

Mobile Analytics + Optimisation + Location Targeting + Messaging

Location Targeting

In-App Messaging



Gannett Digital and Mobile Apps

~70% of consumption via Smartphone & Tablet Apps

Apps

Source: Gannett presentation at Adobe Summit

Pageview contribution by platform 1/11-1/13

Tablet Apps

Phone Apps

Mobile Web

Browser



Apps drive majority of usage on mobile devices

Source: Adobe Digital Index

Tablets: Time spent per app session is 4X longer than web

Smartphones: Time spent per app session is 2.5X longer than web



Consumers continue to download apps from App Stores

73

288

8 220

100

200

300

400

2013 2017Dow

nloa

ds B

illio

ns

Free Paid

of which are FREE90%

apps downloaded every MINUTE154K

Source: Gartner#AdobeSummit @bhartness


Mobile share of sales



Alexis GrigoriadisOnline Marketing Director,

Eurobet


Who we are

Established in 2006, Eurobet has become a leading company in the Italian betting market

Among top three in online sports market share

Third largest operator on the retail market with 870 outlets.

Eurobet is part of the Gala Coral Group, one of Europe’s leading betting and gaming companies, with established retail and online brands. In the UK, the Group has over 1,800 Coral betting shops and customers can access all content and products online via Coral.co.uk, Galabingo.com and Galacasino.com. The Group also owns 132 UK bingo clubs through its Gala Bingo brand, making it the largest bingo club operator in the country.



Our Business Model

ONLINE RETAIL

• Must have an account to play• Lot of infomation about

customer behaviour• CRM is effective to increase

customer loyalty

• Can play anonymously• Customer data available in an

aggregated format• Customer is loyal to retailer



Technologies involved

ONLINE TECHNOLOGY RETAIL TECHNOLOGY

Analytics CRM Testing / Optimisation CMS Chat / Call Center

Data WareHouse In-shop communication

X No PersonalizationX No CRMX No Contact with end user

OWN CORE SYSTEM



The TV campaign

HOW IT ALL STARTED

Link to the TV spot



Campaign’s effect on mobile usage



The Challenge

TWO DIFFERENT PRIMARY CHANNELS

CAN’T IDENTIFY THE MULTI-CHANNEL CUSTOMER

INCONSISTENT EXPERIENCE AND LOST OF OPPORTUNITIES



The answer

Smartphone is the device that answers best the online demand trend and builds the bridge towards the offline channel

Engages customers wherever they are

Deliver a seamless experience online - offline

Keep an holistic view on our customers to make sure every interaction is relevant

Allows a differentiation in customer experience vs. desktop standardization



The challenge on the answer

MEASURE CROSS DEVICE

BUT IN ORDER TO DO THIS WE MUST BE ABLE TO HAVE DATA THAT ALLOWS TO:

LINK ONLINE AND OFFLINE CHANNELS



Mobile App Features

iOS - Android - WPHybrid Technology

3rd parties streaming

Adobe Analytics SDK

Custom CMS

Custom Push Engine

AEM

Adobe Campaign



What we found out

With the integration of Adobe SDK we got access to a new range of analytics capabilities, location insightsincluded.

After inserting our POI we discovered that 15% of our mobile app users prepared the betting slip in proximityof our betting shops



A New Feature for a New Segment

previous current

We created a simple «reservation» barcode to let our customers use our app to prepare the betting slip and then pay at the counter



Increase revenue from these customers

Thanks to Predictive Analysis we know that successful cross-selling Sports > Casino will result in an

increase of 3,2X in gross revenue per player over 12 months



Cross selling on Mobile

We identified a segment of Cross-Product customers and sent them an invitation to try our Casino app

5X

Message Views24.000

Click through5.500

23%



Mobile@Retail Experience: the prototype

User can nowprepare the betting slip

anonymouslywherever he is

User can place a bet, otherwise can

recharge his«retail» account

User exchange hisvirtual receipt with a

printed one

Retailer advice the user to download

the app to savetime on his next

visit

When he enters the shop, the app goesin «retail mode», greet the customer

and get synced with shop’s live and virtual streaming

EUROBETSign up now and get 10€ bonus

CLOSE VIEW

PUSH NOTIFICATIONS

IN-APP MESSAGES

GEOLOCATION

CROSS SELLING

SIGN-UP CONVERSION

+

+



Next Steps

Geo-locate user activity nearby Point of interests as our shops, competitor’s shops, stadiums, etc.. AAP mobile services

Deliver «real-time» personalized communications and offers Target + Campaign

Orchestrate Campaigns and define most «reactive» touch point for each and every customer AAP + Campaign + AEM

Analytics Premium + Target + Campaign + AEM


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