SPORTS BETTING

Media Attribution and Media Mix Modelling

Challenge

Re-designing a €7M media investment strategy when gambling-related ads at specific times were forbidden.

Solution

Developed a custom analytical model that showed  which marketing levers generated most player registrations and bets.

Media Mix Modelling: Developed a custom Machine Learning model to predict the best 3 media investment strategies and scenarios for the next 2 quarters.

Results

Successful redistribution of €2.7M that generated an increase of 4% in online gambling (isolating Covid-19 effect).

Increase in the total bets and wagering volume by 2%

Increase in new player registrations by 3.2%

Media Mix optimised by 7% , equivalent to roughly 480K€.