PromoDB (Promotional Database Management System)
BACKGROUND
Spiral's Online Gaming Solutions division has been providing marketing, advertising, creative, data analysis and technical services for clients operating online gaming businesses since 1999.
The Spiral casino marketing managers have had a variety of tools at their disposal for player retention, promotion management and support functions:
- A backoffice tool providing players' statistics ranging from personal information to detailed gaming practices and purchasing history
- An email management tool providing marketing managers the ability to run e-CRM communications functions with the players and customers
- A Web site content management system developed by Spiral which allows database driven site page templates to be produced, managed, edited and updated quickly and efficiently by the marketing managers
- The BAR (Business Analysis Reporting) System, which provides unified data analysis reports on all aspects of the business operations
INSIGHTS
The Spiral team quickly recognized that multiple, segregated systems resulted in work process inefficiency.
While each system provided valuable information and functionality to the casino marketing managers, the coordination between the various systems was manual and time consuming.
What was lacking was a method for assimilating personal data, promotion requirements and conditions, financial and purchasing information, and follow-up processes - while at the same time integrating the tools necessary for Web site and email content development along with player and promotion management AND support functions. BUSINESS SOLUTION
Spiral took this long list of requirements and designed, developed and deployed a Promotional Management System that merges the various tools into one centralized system, and outputs emails and Web site content seamlessly:
- Promotion Creation and Management mechanism including such elements as: promotion description (type of promotion, dates, games featured, etc.), player requirements and eligibility, crediting process, etc.
- Promotion Tracking Closing functionalities which provide detailed lists of players who meet promotion conditions include: various eligibility levels, projected take-up rate, projected promotion success targets, promotion administrative support, and post-evaluation of the promotion.
- Customer Support integration via the BrightMark System (BMS) which seamlessly updates the support service front-end tool with detailed promotional descriptions, requirements and player specific data which ensures that a cohesive collaboration occurs between the strategic management of the casino business, and the consumer and user-end support of the marketing and advertising promotions.
RESULTS
The Ultimate Integrated Marketing Solution - PromoDB is a multifaceted time-saving, cost-effective solution that merges data from the various front-end reporting and planning tools together with the backend support and administrative systems that output e-CRM programs for online gaming operations.
The versatility and enormous functionality of PromoDB enables casino marketing managers to deliver targeted, results-driven strategic planning, information flow and transfer of promotion and consumer specific data from the marketing team to the support staff, and renders this system ideal for marketing online casinos both for Web-based and wireless applications.
For more information on the PromoDB System, please contact info@spiralsolutions.com.
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