Steven Lawrence, Head of Loyalty Marketing, VGW

3. 2016: OUR OBJECTIVE
TO MAXIMISE PLAYER LIFETIME VALUE THROUGH A
BEST IN CLASS CUSTOMER-CENTRIC CONTACT
STRATEGY.

4. • 7 CAMPAIGNS PER MONTH.
• MANUAL, BATCH SENDS.
• NOT SERVICING AN EAGER
CUSTOMER BASE.
• LEARNING VERY LITTLE ABOUT
OUR CUSTOMERS OR THE
VALUE OF OUR CAMPAIGNS.
• APPROXIMATELY 1300
CAMPAIGNS PER MONTH.
• 99% AUTOMATED.
• A DIALOGUE HAS BEEN
CREATED WITH OUR
CUSTOMERS
• A TAILORED TREATMENT FOR
EVERY SINGLE CUSTOMER.
(AND WE HAVE MILLIONS)

5. MARKETO HAS GROWN FROM B2B
TRADITIONALLY, RIGHT?
SO WHY DID YOU CHOOSE MARKETO?
I CAN GIVE YOU 3 VERY
GOOD REASONS!

6. MARKETO HAS GROWN FROM B2B
TRADITIONALLY, RIGHT?
SO WHY DID YOU CHOOSE MARKETO?
I CAN GIVE YOU 3 VERY
GOOD REASONS!
1. WE HAD A CLEAR PLAN ABOUT WHAT WE
WANTED OUR END GOAL TO BE.

7. MARKETO HAS GROWN FROM B2B
TRADITIONALLY, RIGHT?
SO WHY DID YOU CHOOSE MARKETO?
I CAN GIVE YOU 3 VERY
GOOD REASONS!
1. WE HAD A CLEAR PLAN ABOUT WHAT WE
WANTED OUR END GOAL TO BE.
2. WE WORKED CLOSELY WITH MARKETO
THROUGHOUT THE SALES PROCESS.

8. MARKETO HAS GROWN FROM B2B
TRADITIONALLY, RIGHT?
SO WHY DID YOU CHOOSE MARKETO?
I CAN GIVE YOU 3 VERY
GOOD REASONS!
1. WE HAD A CLEAR PLAN ABOUT WHAT WE
WANTED OUR END GOAL TO BE.
2. WE WORKED CLOSELY WITH MARKETO
THROUGHOUT THE SALES PROCESS.
3. MARKETO PUTS THE POWER IN THE
HANDS OF OUR MARKETERS.

9. AAAAGGGHHHHRRRRR!
BUT IT’S NOT ALL
PLAIN SAILING!

10. PLANNING
MEASUREMENT
SEGMENTATION
AGILITY
CUSTOMER-
CENTRICITY

11. AUGMENTING OUR DATA
TO SET US UP FOR
ADDITIONAL
MARKETING CHANNELS.
BETTER
MANAGEMENT
OF CUSTOMER
ENGAGEMENT
TYPES.
BRIDGING THE GAP
BETWEEN
ACQUISITION
MARKETING AND
ENGAGEMENT/
RETENTION
MARKETING.
USING MARKETO TO
ACQUIRE NEW
CUSTOMERS.
HOW DO WE TAKE ADVANTAGE
OF DEVELOPMENTS IN AI?
• SEGMENTATION
• CONTENT
• COMMS RHYTHM