Caesars Entertainment’s Vice President has claimed that the firm now has the ‘agility’ that it ‘never had before’ following its integration of Optimove’s new marketing tool.
Asadul Shah, VP of Online Casino Promotion Strategy at Caesars Entertainment, explained how Optimove’s Positionless Marketing platform has helped them to achieve success, citing the ability to launch highly targeted campaigns without impacting the overall budget as a key feature.
He stated: “I think the key is the ability to launch a campaign in five minutes versus five days that we’ve had previously. That’s just been a massive game changer for us.
“Everything being in one place is the key for us. We can now build and execute campaigns quickly without depending on any other teams. We’ve created a library of campaigns for various different budget scenarios and specific player attributes we’re trying to tackle. This has just given us the agility that we’ve never had before.
“The Optimove CSMs understand both the platform and the industry. They’ve already helped us ramp up quickly and as we dive deeper into advanced features, having that support ensures we’re constantly optimising, not just using the platform, but maximising the value through it.”
In terms of how the marketing process has been improved, Shah referred to the company’s meteoric increase in performance thanks to the data available from Optimove’s system – calling it a huge upgrade.
Shah continued: “We rolled out our enhanced segmentation strategy in November of last year and since then, we’ve seen a meteoric measurable increase in our overall performance as now we’re far more easily able to direct a more meaningful percentage of our overall spend to our most deserving players.
“It’s a huge upgrade compared to what we had previously. Data is integrated. No more manual lists or bouncing between platforms to define audiences and target groups. It streamlined everything that we do now and we have the ability to market and reinvest based on hundreds of specific customer attributes.
“I want to be clear that I do absolutely value the partnership and the resources that Optimove have made available to us have been really important in getting us to this point.”
