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Turbo-Charging Customer Experience by Linking Player Behaviour + Other Data Sets
Technology Category
- Analytics & Modeling - Big Data Analytics
- Infrastructure as a Service (IaaS) - Cloud Computing
Applicable Industries
- Electronics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Maintenance
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
The Challenge
SEGA Games Co., Ltd. was facing a challenge with their promotional mailshots. The emails were sent to lists that had been collected over time, resulting in customers often receiving irrelevant content. This led to high unsubscribe rates and low hit rates. To address this, the team wanted to manage multiple datasets including gameplay data, customer histories, marketing and finance insights to improve analysis and reporting. They had implemented Amazon Web Services (AWS) to extract live data from game titles as they’re being played. However, they wanted to take this a step further by linking to other sales and gameplay data that was spread across numerous sources.
About The Customer
SEGA Games Co., Ltd. is a major player in the multibillion-dollar global video games industry. The company relies heavily on data to drive its operations and improve the customer gaming experience. SEGA Europe’s IT Data Team is responsible for developing solutions that democratise data to regional groups and video games development units. This empowers analysts to transform SEGA into a data-driven enterprise. The team was facing a challenge with their promotional mailshots, which were sent to email lists that had been collected over time. This resulted in customers often receiving irrelevant content, leading to high unsubscribe rates and low hit rates.
The Solution
Concentra’s solution matches a timestamp of when events take place with sales data to produce an individual customer account record. This links SEGA’s CRM with other systems to enable more targeted marketing. SEGA can now track customers by purchase history, revealing their spend, discount purchase rate, purchase timing, retention rate increase or decrease based on product purchase price point, and more. Routine tasks such as data transformations – converting data from one format or structure to another - are now performed through simple workflows the data team sets up in Alteryx within minutes. State-of-the-art analytics based on data from within the current game ecosystems, marketing campaigns and sales allows SEGA to build data-driven game design, marketing campaigns and business plans that improve user acquisition and retention while maximising revenue.
Operational Impact
Quantitative Benefit
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