Seven reasons gaming companies should invest in analytics

With less than a month to go before Teradata’s webcast entitled ‘Big data, big decisions: Why analytics is the future of the gaming industry’, panelist Duncan Ross, chief data scientist at Teradata, gives an insight into why, in such a data-heavy sector, igaming companies should be using it more effectively to solve business problems and needs and ultimately gain an edge on the competition.

by Duncan Ross, chief data scientist, Teradata

Bringing data together to see the whole customer
This is a fundamental requirement for best-in-class analytics. Silos of data aren’t acceptable if you want to analyse and understand the full picture across your company.

Customer and player segmentation
Not every customer behaves in the same way. The first step is to understand how different groups of customers behave. An important lesson from retail is that you can group customers by behaviour, but you can also group gaming sessions into “missions”. For example, is this a tea break transaction, an extended gameplay session or an event-based activity? The interactions you have can depend on customer and mission type.

Omni-channel customers
Customers can, and will, interact with you across all channels, possibly simultaneously. Tying together these interactions will enable you to capitalise on transactions that are ‘lost’ in a single channel but enacted in another.

Path within games
How does a customer interact with gaming portals? Where do they go? What makes them more likely to take or not take an action? Individual predictions and customisation can extend play, and identify blockages.

Path across games (and platforms)
What leads a customer from one game to another? Where are the leads generated from, and are you investing in the right advertising and marketing?

Problem gamers
We need to be able to identify signs of problem gaming behaviour as early as possible in order to minimise risk and exposure. What are the early signs of problem gaming, and how do we differentiate from healthy gaming behaviours?

Fraud detection
Taking an algorithmic approach to identifying collusion, gaming bots and more.

The one-hour webcast will features four expert panellsts who will cover and answer your live questions on how data is playing an increasingly vital role in the gaming industry and ways in which you can use the huge volumes of data produced to improve existing business and drive new opportunities, to significantly boost your profits.