Samba Digital uses data and analytics to help iGaming operators plan, execute, and evaluate marketing strategies, offering insights into social networks, sponsorship effectiveness, and ROI. In an exclusive interview with GMB, Camila Cunha, iGaming manager, highlights how companies can leverage appropriate information to succeed in the sector. Working from defining KPIs to adjusting campaigns, she points out that results are fundamental for making more assertive decisions.
Games Magazine Brasil - Samba Digital has conducted various studies on the Brazilian iGaming market. How can they contribute to making accurate choices for betting houses in their marketing actions?
Camila Cunha -
The studies can assist from aspects related to the performance of operators on social networks (which types of content engage more, which attract more followers and eventually traffic to the site, new users, among other KPIs) to even insights and analyses on the effectiveness of the betting houses' assets (sponsorship agreements, partnerships with influencers, among others).
Although Samba Digital has a very digital-oriented history, the studies that the internal Data & Analytics team conducts can explore both online and offline marketing initiatives.
What are the main concepts that should be considered for a good campaign?
The starting point is to understand where you want to go with the campaign, that is, what objectives and KPIs will be sought. From this point, the possible paths and what is necessary to develop and execute the planning are discussed, considering the market moment, competitors, etc. In terms of concepts and tools, throughout this process, from defining KPIs, developing the plan, executing, and measuring results, we at Samba Digital work with a lot of support from the data area to understand where the opportunities are and the best way to explore them.
How do Samba Digital's data solutions help operators get more market information?
Depending on the focus of the study, the Samba team uses public and paid tools, or even market research (field), to collect the necessary data from the operator and its main competitors and from there carry out the data analysis stage and preparation of insights.
Data solutions help operators understand which marketing and sponsorship initiatives have been performing better and why, in addition to showing best practices from competitors.
Is it possible to estimate the return on investment in advertising and marketing from Samba Digital's studies?
Yes, it is possible. Through customized market research that we conduct for operators, combined with data from different tools, we can analyze the return on investment of a particular sponsorship, activation, or even agreements with ambassadors.
From the asset that the client wants to analyze the ROI, we define the path and tools that will be used. In addition, we usually show how the investment in a particular sponsorship and its return compares to competitors.
How do data analyses and market insights from Samba Digital contribute to operators adopting accurate strategies?
With the support of data and insights, operators can have greater visibility of the initiatives that have been working and those that have not, such as marketing actions or sponsorships that bring greater brand recognition or better ROI.
It is also possible to go deeper and understand how the most loyal users or potential new users perceive the brand and through these insights, if the goal is to target more new potential customers, develop actions based on the feedback from this specific group. In general, the support of data and insights are fundamental for making more assertive decisions aligned with the company's objectives.
What is the importance of qualified audience in iGaming?
The importance of a qualified audience is very connected to the objectives of retaining players and establishing a medium-long term relationship with these users. Although one of the main KPIs in the iGaming industry is the FTD, there is increasingly concern and attention on how qualified the FTD generated is, that is, how much it is actually interested in sports betting and/or online casino and can become a frequent player of a particular platform.
Samba Digital, as a service provider in this industry, has been paying special attention to the qualification of the lead generated when conducting media campaigns or even with influencers, thus, the possibilities of developing a good project that meets the expected objectives by both parties are greater.
What recommendations would you give to someone looking to start a marketing and advertising campaign using Samba Digital's data and tools?
Data services can assist operators in three stages when we talk about Marketing / Media campaigns:
Firstly, at the pre-campaign stage (with market insights, about the players, competitors, etc.), which is fundamental to invest the marketing budget in a more assertive way;
The second moment would be during the campaigns, that is, monitoring the performance of the same, which allows the operator to make adjustments in time if some aspect of the campaign is not occurring as expected; and
The third moment would be after the action. In this case, it is possible to conduct more detailed market research on the performance of a particular activity or sponsorship asset, prepare insights and recommendations on the continuity or not of a particular activity based on the data collected and results obtained.
With the regulation of the iGaming market in Brazil, it is natural that professionalization increases and that operators have more and more interest in using data to make decisions, so, we at Samba Digital emphasize our positioning as an agency focused on key services, being Data & Analytics one of the main.
Source: Exclusive GMB
