Cryptologic empowers licensees to get the best out of marketing

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The veteran online gambling software developer and turnkey provider Cryptologic has been lending a helping hand to better enable its licensees to improve marketing techniques, reports DM News this week.

The firm has deployed Infor CRM Epiphany to help licensees of its wholly owned subsidiary, WagerLogic Limited, to optimise marketing programs...and according to the report the solution has contributed significantly to the company's growth in revenues and end-customer base in the last year.

With competition in the European and Asian business arena growing in the wake of the U.S. bans on financial transactions with online gambling sites, the Dublin, Ireland-based CryptoLogic's success is closely tied to the number of players its licensees are able to attract. Working closely with its licensees, the company determined that marketing dollars were not as effectively spent, campaigns were not uniform, and the return was not optimal.

CryptoLogic turned to Atlanta -based Infor and its Infor CRM Epiphany to tackle this opportunity, and immediately realised gains in revenue and customer acquisition.

For example, with the solution's greater segmentation capabilities, CryptoLogic's licensees have seen up to 60 percent reduction in the time spent daily on customer segmentation activities. Now, the company's licensees can create more sophisticated campaigns with upwards of 150 specific programs, compared with only 3 for any given campaign before the deployment of Infor CRM Epiphany.

This ability to segment on-line gaming players efficiently through advanced analytics and reporting capabilities enables CryptoLogic's licensees to understand results from their individual marketing initiatives and continually improve their campaigns. The company has seen a substantial increase in its licensees' acquisition of new gaming players as a result of more targeted acquisition campaigns.

Infor CRM Epiphany offers a comprehensive solution for integrated marketing, sales, service, and analytics focused on meeting the unique business needs of customers. Designed to provide customer experience across multiple business units and channels, Infor CRM Epiphany integrates customer information from multiple enterprise systems into a single view.