There are lots of new features in the pipeline for 2022 and here’s a taste of what’s to come.

Sportsbook

The sportsbook market is expected to grow significantly over the next 10 years fuelled by the rise of eSports and online bookmakers.

As this market grows, utilising AI in retention marketing will become more and more crucial to keep players engaged.

In the last few months, we’ve been working closely with an international sportsbook platform to redesign the Ibex user interface and AI system to handle the complex world of sportsbook marketing.

In Q1 of 2022 we will be launching our sportsbook AI solution geared for maximising player lifetime value by using machine learning to deliver personalised promotions.

Get in touch to see a demo.

Statistical Significance

Analysing the impact of marketing campaigns is complicated. Did we have a positive impact? Was the outcome just a fluke, or do we truly believe we have influenced the result?

Our Data Science team are constantly asking these questions and have designed a scientific framework to address them. The key is understanding how to assess the statistical significance of our campaign performance metrics.

For example, how can we be sure that a specific marketing campaign has actually increased conversion rates?

Of course, we can compare the conversion rates in our campaign and control groups but performing a statistical hypothesis test on this data allows us to go one step further and classify the result as statistically significant (or not).

This statistically significant classification would represent that the increase in conversion rates is not through chance, but rather a reliable indicator of the actual conversion performance of the campaign.

In other words, if we were to send this campaign again we could be confident (to a certain level confidence)that it would increase conversion rates.

Using a similar approach for other KPIs such as revenue and costs we can build a full assessment of which offers are driving profits, and whether that profit impact was in fact significant.

We believe this approach empowers our retention partners to make informed decisions by focusing time and resource on campaigns with proven impact.

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