So much so, that studies indicate that the sector's gross collections are expected to experience an impressive expansion of approximately 600% by 2024. In this context, it is logical that the advertising investment decisions of the marketing areas are constantly reviewed and optimized.
To be in tune with this scenario, communication agencies that provide services to betting and gambling companies have a great challenge: to maximize spending in order to make the best decisions to increase the percentage of FTDs (First Time Deposit) and, in addition, to grow the business of its customers.
There are software that measure and track the behavior of users of digital investment campaigns, but none of them cover offline investment. And they don't run it in real time either. Pipol, the leading communication agency in the gambling and e-commerce industry in Latin America, does this thanks to MIA®, a revolutionary multi-touch attribution technology, 100% developed in-house by the agency. MIA® was designed to give marketing areas immediate control over the impact of their investments.
Diego Fernández, Director of AdTech at Pipol, gives some details about MIA®: “The data resulting from the campaigns is cross-referenced with information from the website and the impact on affiliated platforms, in addition to information on each operation. All this data flow is obtained in real time and incorporated thanks to the MIA® algorithm.”
According to Fernández, “the information is integrated into our system and processed daily, which allows us to have historical knowledge and make projections with little margin for error, as well as to optimize any unwanted results at an early stage.” And he adds: “Also, thanks to its algorithm and the Artificial Intelligence processes carried out in the tool, automatic alert processes are generated that inform operators of any deviation.”
Thus, over time, the advertising investment of players in the gambling sector, which, as mentioned earlier, is growing non-stop, is instantly controlled and optimized for better performance. Undoubtedly, in the medium and long term, MIA® is a key technology for improving marketing budgets.
About Pipol
Founded in 2019 and with a portfolio of more than 15 clients, Pipol is the only leading technology communication agency in the gambling industry in Latin America, allowing to make the best decisions about the performance of campaigns in real time.
For more information, contact [email protected].
Source: GMB
