Giving oddschecker a CRM strategy focused around growing customer LTV
Oddschecker are the UK’s number one odds comparison service for the sports betting industry, with an expanding global footprint.
Recently, oddschecker have undertaken a major progression, adding a paid subscription service to their established affiliate partnership model
With the CRM team mainly focused on campaign execution, our task was to provide a global strategic vision and roadmap for driving Customer Lifetime Value (LTV). This meant we needed new data-driven and customer insight focused ideas to activate the subscriber base through multi-channel CRM comms.
We worked with stakeholders to define an enhanced segmentation model based on recency and frequency. Knowing that more engaged customers are higher value customers, the objective became to drive customers up through the segments. We could then measure the value of each segment intermittently, to understand the profitability of our CRM programmes and campaigns.
Armed with insight from oddschecker’s research team, we mapped the customer journey and opportunities at each stage to either improve existing CRM journeys, or add new ones. We then ran feasibility and prioritisation workshops to define a roadmap for CRM activation.
We also defined a new personalisation model for the delivery of highly targeted CRM comms, powered by customer engagement data and content tactics. This was instrumental in unlocking the latent value of oddschecker’s customer database.
To deliver cutting edge CRM, we worked closely with stakeholders from oddschecker’s CRM technology partners Xtremepush and Moveable Ink, allowing us to send personalised and real-time content and offers to customers.
Our new CRM programmes have launched in the UK and US, with further markets to follow in 2025
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