Global Gaming Company Optimizes Ad Spend

Executive summary

A global gaming company had limited visibility into its customer data, which hindered its marketing efforts. By deploying Treasure Data Customer Data Platform, the company has achieved greater efficiencies and effectiveness in running marketing campaigns with ready-to-segment, cross-studio data and better customer matching. Consequently, they’ve realized $15 million in ad savings and been able to personalize experiences to drive more engagement and cross-sell and upsell opportunities.

Challenges

With over half a billion users interacting with its properties every month, the gaming company was struggling to make sense of a vast amount of fragmented data. Not only was this fragmentation slowing down new customer acquisition, but it was also increasing advertising costs and making it nearly impossible to cross-sell across brands.

Solution

The company realized that it would not be able to overcome its marketing and operational challenges without a unified view of the data from all the disparate systems and data silos across its multiple studios. By deploying Treasure Data CDP to integrate marketing data from multiple studios, the gaming company now has enriched, unified customer profiles. With this data, the company’s marketing team can now create customer segments more effectively to enhance their targeting strategies.

Results

By deploying Treasure Data CDP to integrate marketing data from multiple studios, the gaming company now has enriched, single-customer view (SCV) unified customer profiles. With this data, the company’s marketing team can now create customer segments more effectively to enhance their targeting strategies. This has led to benefits including:

• Greater efficiencies in running marketing campaigns with ready-to-segment, cross-studio data
• Increased effectiveness of campaigns with cross-channel advertising and better customer matching
• Decreased ad spend and increased uplift on promos
• Personalized customer experiences and communication
• More engagement and cross-sell/upsell opportunities
• Enriched customer profiles across brands