TRAFFIC player are relevant, given the player’s behaviours and preferences. Because of the greater lifetime value exhibited by players who play bingo alongside the instant games, it is important to encourage players to play both. One way to encourage the desired behavior is with multi-pronged promotions such as: “Deposit bonus & free bingo tickets” for customers who are not playing bingo, and vice versa for instant game-only players. Gamified campaigns are also very effective and can help encourage players to try a variety of new games and products. For example: “Play in at least three different Bingo rooms in the next 10 days and receive a $25 bonus.” In terms of RFM segmentation, keep a close eye on your various active personas. For example, effectively engaging risk-of-churn players before they churn is much more effective than trying to entice them to return at a later time. One effective way to do this is to run daily campaigns that offer particularly attractive promotions to each individual segment of active players who fall into the risk-of-churn segment. Likewise, pay attention to your high-rollers—likely your most valuable players—to ensure you are giving them the best experience possible. The same goes for every active player persona. For example, the main objective for mid- and low-tier players is of course to encourage them to become higher-value players, and one way to this is by targeting them with campaigns that offer them incentives encouraging them to deposit/ wager at slightly higher levels than is usual for them. The churn (inactive) player Churn players are those who made at least one deposit but have not played or deposited for a while. ●●Insights Players who repeatedly churn and return obviously tend to have higher future values than those who have churned and returned only once. The repeating churnreturn players also tend to remain active 18 iGB Affiliate Issue 55 FEB/MAR 2016 for longer periods of time. ●●Actions While the key objective with churn players is to spark them back to activity, usually accomplished by offering very attractive bonuses or other offers. Operators should not extend their most valuable offers to players who have churned and returned many times. The best way to do go about this is to sub-segment churn players according to the number of times they have churned and returned, gradually decreasing the promotions offered as the player repeats the cycle more often. Instead of big bonuses, remind these players why they engaged with your brand in the first place and try to re-engage them on that basis and/or to continue from where they stopped last time. The reactivated player A reactivated player is one who had previously churned, but who has since returned to play again (using an old balance or a new bonus) or make another deposit, regardless of how long it’s been since any previous activity. After a brief “incubation” period, the player will either become active or revert back to churn. ●●Insights The data shows that there is a significant difference in future value between players who reactivated by making a new deposit and those who reactivated by wagering a past balance or free bonus: players who reactivated by making a new deposit are more valuable and more likely to remain active for a longer period of time. ●●Actions Targeting customers intelligently, based on the way in which they reactivated, is the way to proceed with reactivated players. For players who reactivated using an old balance or free bonus, you incentives and communication with the player should be geared towards encouraging them to make a new deposit. Players who reactivated by making a new deposit—your more valuable reactivated players—should receive extra special treatment to make them feel valued and to encourage them to stick around for longer. Bingo operators should tread lightly when communicating with reactivated players. In fact, it is worthwhile treating reactivated players very much like New players during their incubation stage. It is important to provide offers that are highly personalized to each player’s behaviors and preferences, something that is done more easily than with new players because of the more extensive historical activity data available for these reactivated players. The goal, of course, is the same: to encourage the player to return to the Active lifecycle stage at the end of the incubation period. Conclusion The online bingo space is extremely competitive, requiring marketers to closely analyze player behavior and constantly look for ways to increase engagement, loyalty and retention. Online bingo operators need to communicate with their players intelligently by carefully segmenting players and targeting each according to his or her particular affinities and preferences. Understanding—and utilizing—the different behavioural patterns observed among bingo players can help marketers communicate with them more effective ly, thereby increasing player engagement— and revenue. TANYA SZWARCBARD is a data enthusiast with a passion for applying data insights to marketing challenges. As a Strategic Services Manager at Optimove, Tanya works closely with CRM executives from top online and offline gaming operators on building their retention marketing strategies, better understanding their players, and taking their CRM to the next level.