Unibet

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Customer Lifecycle

Win Back

Retention

Acquisition

Purchase

Compare

Research

Discover new needs

Segmentation

Data Required

Game Preference

Age

Gender

6 Main Criterias ReFeMoLoWin

Win Rate

Location

Player Club tier

Monetary Value

Frequency

Recency

Platform

Mobile

Fix

Geographic location

Unemployment rate

History

Inactive

Players

KPI

SM

Conversions

Leads

Reach

Traffic Data

Impressions

Followers or fans

Engagement

Active Followers

Profile Visits

Brand Mentions

Comments

Shares

Likes

Clicks

SMS

Conversion rate

Click through rate

Opt-out rate

Open rate

Delivery rate

EMAIL

Overall ROI

Email Sharing/Forwarding Rate

List Growth Rate

Bounce Rate

Conversion Rate

Clickthrough Rate

SMS Campaign

Analyse

Run

Test

Content + Call to action

Timeframe

Target

Trigger - standard or event based

ADAMS - SEGMENTATION Accessible: it must be possible to reach it efficiently Differential: it must respond differently to a different marketing mix Actionable: you must have a product for this segment Measurable: size and purchasing power can be measured Substantial: the segment has to be large and profitable enough