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Online gaming operators spend considerable resources driving traffic to their websites. However once those visitors arrive at the site the experience they receive is generally one dimensional. Cognitive Match has created software that utilises the latest advances in artificial intelligence and computational learning to match visitors with content in real-time. The solution turns a one dimensional site into one that continually adapts to changes in visitor and market behaviour. The result of providing more engaging content and offers is a significant increase in conversion and cross-sell. This interactive session will explain how the system works, the predictive power of variables such as time of day, referrer and even the weather as well as how it can be installed and operational within two days.
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Real-time content optimisation: The right offer, at the right time, to the right visitor
(most)websites are stupid
me
Why this is important Next seemed like a good option
Why this is important The sales assistant was very helpful
+ =
Same thing, different place...
Smart Dumb
How to make websites smarter
Data+
‘Predictive system’=
Targeted Content(Increase revenue)
What data?
Type of Data
The Individual Their Environment Your Content
Operating System
Search Terms
Referrer
New/Repeat Visitor
Previous behaviourBehaviour today
The Individual
Location
Local weather
Day of week
Closing price of FTSE
Time of day
Their Environment
Meta data (High roller, serious, fun..)
Category (Poker/Casino/Sports/Bingo..)
Your Content
Data provides knowledge and has predictive power
Case Study: Call to action
Optimisation Overview – Free Bet
?
Four Options
Results
High!
Results by Option
But not everyone conforms..
Visitors who searching using terms ‘BETTING’ and ‘EXCHANGE’ are more likely (CTR 37.5%) than the average (CTR 10.3%) to click on ‘Screenshots’ option.
Lesson: The generally best option doesn’t suit everyone
EXAMPLE 2: DISPLAY ORDERExample 2: Display order
Works best for visitors from the UK at 3pm
Works best for visitors that have previously played ‘Deal or No
Deal’ during the day
Summary
Three lessons
1. Treating all visitors in the same way does not make sense
2. The generally best option is the one some people hate
3. Real-time optimisation helps serve the right content, at the right time to the right visitor
Most websites are stupid
[yours doesn’t have to be]
Glen Conybeare – glen@cognitivematch.com
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