Sportsbooks, AI and personalisation – an opportunity missed?
Sean Bowen, CEO of Push Technology, discusses how operators can use AI to deliver hyper-personalised offerings
- Individual customer personalisation – this is about improving customer satisfaction through focused activity tracking to provide each customer with information on the sports they are interested in, associated sports and events that might also interest them, information on their wallet and what bets they have made, and special offers tailored to their betting preferences, etc.
- Group personalisation – group personalisation can be by sports type, customer demographic, customer betting style, or any group attribute of choice to deliver targeted promotions.
- Geographic personalisation – the ability to personalise and target customers by location is important because, for example, in the States there are different federal and state rules, so data needs to be tailored to satisfy regulatory requirements.
- Device personalisation –personalisation by device type opens new promotional opportunities geared to the habits of the device users, for example bettors who like to bet and track events on their mobile phones.