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Sportsbook and Casino Marketing - Cost Per Session KPI for 2020

As competition heats up in regulated markets the old CPA model used by marketers is outdated. Now a new approach is starting to be used. Cost Per Session could be the most important KPI for 2020.

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Sportsbook and Casino Marketing - Cost Per Session KPI for 2020

  1. 1. this is the unit.com Online Sportsbooks and Casinos Cost Per Session: The Most Important Marketing KPI in Betting for 2020
  2. 2. this is the unit.com Let’s face it, the CPA and the Lifetime Commission model is flawed (across all marketing channels). It simply doesn’t reflect the reality of how customers use your site/app.
  3. 3. this is the unit.com The assumption that once a customer deposits the advertising/acquisition team can wash their hands is not sustainable anymore.
  4. 4. this is the unit.com As marketers in betting, the game has changed from fighting your competitors over every new customer to fighting over every session.
  5. 5. this is the unit.com Don’t believe me? Well, some of the top affiliates are now pushing revenue per session deals. (If the affiliates are at it, then you know something is going down)
  6. 6. this is the unit.com Also, the Tier 1 operators with the best ATL strategies have known this for years and have been tracking session traffic through utm parameters and regression analysis of TV/ATL campaigns. What delivers repeat traffic ● Social ● PPC ● SEO ● TV ● Print ● Sponsorship ● Affiliates ● Programmatic ● Viral
  7. 7. this is the unit.com In Fairy Tale Land We got them to deposit so they will bet with us forever and ever. Oh, and CRM will send emails. That’s all it takes.
  8. 8. this is the unit.com In The Real World By default, your customers are going to place their next bet with your competitors. What are you going to do about it?
  9. 9. this is the unit.com Outdated CPA < LTV 2020 Approach Total Accumulated Advertising Spend and Promo Costs < Net Revenue From All Sessions Ultimate Objective of Acquisition Team
  10. 10. this is the unit.com Factors To Consider Profit/Loss for each session Event-triggered sessions Marketing channel and session quality Promo/incentive costs VIP tiers and reactivations Positive ROI (Ad Spend Current Customers - Session Profit) Re-evaluate performance CRM costs (You should assign costs for every customer interaction)
  11. 11. this is the unit.com Factors To Consider Profit/Loss for each session Event-triggered sessions Marketing channel and session quality Promo/incentive costs VIP tiers and reactivations Positive ROI (Ad Spend Current Customers - Session Profit) Re-evaluate performance CRM costs (You should assign costs for every customer interaction) Your Marketing Budget needs to include all of these.
  12. 12. this is the unit.com So how does this work in Practice? Session 1 First Deposit - PPC Session 2 Direct - Hold £25 Cost £0 Session 4 Social - Hold -£100 Cost £12 Session 4 Affiliate Hold £50 Cost £15 (@ 30%) Session 4 CRM Email Hold £20 Cost £5 (promo) CRM Charge £1
  13. 13. this is the unit.com Practical Implications 1. Custom audience on Social Essential 2. Lifetime Pathway Modeling must be taken seriously 3. Trading and Marketing must work hand in hand 4. CRM and Acquisition goals must be aligned 5. More spending to bring back VIPs 6. Marketing team needs data faster - (Embed Your data team?) 7. Scope for further AI targeting and bidding (will work better on a transaction level than CPA level)
  14. 14. “You can get marketing resources and expertise that will help you to grow your sports and casino websites. Simply drop us a line.” Paddy Casey, Co-Founder, The Unit. this is the unit.com About The Unit The Unit is a revenue maximisation and advertising agency for the betting sector. Everybody who works at the agency has worked for a sports betting or casino operator. We have experts in marketing, UX, design, and development at your disposal.

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