Hedging marketing bets
To complement insights gained with Adobe Analytics, Eurobet uses the Adobe Target solution within Adobe Marketing Cloud to test and implement site improvements. At each phase of the customer journey, Eurobet runs tests with different copy, creative, new promotions and layouts that encourage conversion. “Adobe Marketing Cloud enables us to try new experiences and games that we think will either drive clicks, cross-selling or boost bets with limited risk to the business,” says Grigoriadis. “It has transformed our business; digital marketing used to be driven by hunches, now it is truly data-driven.”
Eurobet also uses the Adobe Campaign solution within Adobe Marketing Cloud to create a unique dialogue with customers. At each relevant phase of the customer journey, the company sends targeted communications to customers. For example, when customers register or make their first deposit, Eurobet sends messages around incentives or next-best actions.
As new promotions become available, Eurobet targets customers with personalised emails or in-app
messages. “Rather than sending out a blast message to all of our customers, we spend our time communicating with each segment in meaningful ways,” says Grigoriadis. “Adobe Marketing Cloud helps us to create thoughtful conversations with customers, for everyone’s benefit. As a result, our customers are more loyal and engage with us more frequently, whether or not they’re betting.”
As soon as those improvements were implemented, Eurobet saw a positive impact. Overall, Eurobet has reduced churn by up to 3%, while seeing up to a 20% boost to cross-sell and upsell campaigns.
Most notably, when the company’s new site launched in 2014, Eurobet was ranked sixth in its market in terms of volume for sports betting—now it is ranked second. The company has also increased its position in casino games.
“Adobe Experience Cloud has been critical to our year-over-year improvements,” says Grigoriadis. “We’re confident that if we stick to a data-driven approach and follow best practices from Adobe Customer Solutions we can gain a bigger share of the market. We will have the best chance to succeed.”
A consistent strategy
Sticking to its strategy built around Adobe Marketing Cloud, Eurobet’s next enhancements will be launched using Adobe Experience Manager. Rather than republishing pages with every site iteration, the company plans to use modular templates in Experience Manager to deliver a steady stream of new content to customers online and via cross-channel campaigns. On the backend, digital marketers and content authors can initiate changes faster, creating content that aligns with the brand and that appeals to customers.
“Whether we are creating new experiences or engaging directly with customers, Adobe Experience Cloud has the powerful solutions we need to make the biggest impact,” says Grigoriadis.