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The Challenge:
The Benefits:
Sisal is a major Italian group operating in the Gaming and Payment Services sector. Founded in 1946, Sisal became the first Italian company to operate in the gaming sector as a Government Licensee. Today, the company’s 1,800+ employees process 200 million transactions annually for more than 14 million gaming and service customers.
Sisal management wanted to shift its online marketing operations from being product centric to customer centric. They sought a trusted partner that could provide them the technology, the expertise and the consulting services to accomplish this shift smoothly and successfully. The primary goals of this transition were to improve customer loyalty, lifetime value and revenues.
“Optimove’s relationship marketing software and expert professional guidance have strategically enhanced our marketing, and have been a game changer for us. Optimove is not just a vendor for us, they are an important strategic partner.” —
Marco Tiso, Online Gaming Business Manager at Sisal
When Sisal discovered Optimove, they knew that they had found the partner they were looking for. Optimove’s market-leading technology, professional services group and years of deep experience in the online gaming and services sectors made it a perfect partner for helping Sisal accomplish its strategic goals.
Working closely with Optimove’s Strategic Services Team, Sisal’s management changed the entire organizational structure of their online gaming marketing teams as part of deploying Optimove’s software and strategies. Adopting Optimove’s software and strategic guidance helped Sisal’s marketing team focus on each customer’s experiences and preferences – and to translate this insight into a CRM communications strategy that resulted in large increases in all key customer metrics.
Using Optimove, Sisal’s marketers now have deep insight into their customers’ behavior and preferences. By segmenting customers into granular, homogeneous “customer personas,” they are efficiently delivering the most relevant and personalized messages, offers and incentives to each individual customer.
Also, working with Optimove has led the company’s online gaming unit to remove information silos and synchronize its different marketing teams. By tying all stakeholders into a single, 360-degree view of each customer, the online gaming unit has succeeded at consolidating a holistic source of customer intelligence across a wide range of activities. For example: While in the past, Sisal’s Lottery marketers would have considered a customer churned because he hadn’t played the Lottery for three months, they are now aware that the same customer has been active recently in Sports Betting and can thus interact with him accordingly.
70% of the customers in Sisal’s database have been there more than a year, yet 89% of the online gaming unit’s annual GGR is now attributable to those 70% of customers. This is proof positive that focusing on delivering relevant, personalized communications to an existing customer database drives significant revenue growth. Furthermore, by focusing on the entire customer lifecycle, customer acquisition efforts are also more aligned with long-term customer relationship objectives. Using Optimove to segment their customers into granular personas and to automate personalized customer targeting and messaging, Sisal’s online gaming unit has achieved significant increases in key customer metrics, including:
