Unibet
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
SMS Campaign
Trigger - standard or event based
Target
Timeframe
Content + Call to action
Test
Run
Analyse
KPI
Clickthrough Rate
Conversion Rate
Bounce Rate
List Growth Rate
Email Sharing/Forwarding Rate
Overall ROI
SMS
Delivery rate
Open rate
Opt-out rate
Click through rate
Conversion rate
SM
Engagement
Clicks
Likes
Shares
Comments
Brand Mentions
Profile Visits
Active Followers
Reach
Followers or fans
Impressions
Traffic Data
Leads
Conversions
Segmentation
History
Players
Inactive
Geographic location
Unemployment rate
Platform
Fix
Mobile
6 Main Criterias
ReFeMoLoWin
Recency
Frequency
Monetary Value
Player Club tier
Location
Win Rate
Data Required
Gender
Age
Game Preference
Customer Lifecycle
Acquisition
Discover new needs
Research
Compare
Purchase
Engagement
Retention
Win Back