How real-time analytics changes the face of the sports betting industry

Andrew W. Pearson
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Andrew W. Pearson: Intelligencia, Hong Kong

Journal of Digital & Social Media Marketing, 2017, vol. 5, issue 1, 61-75

Abstract: Sports books are turning to technology to help with risk management, customer experience, social media interaction and spotting fraudulent activity. This paper looks at the differences between the latest data warehousing technology, delving into the pros and cons of data lakes, streaming and in-memory technology, as well as analytics. The paper provides a roadmap of how to utilise these technologies to increase customer acquisition, engagement, segmentation and player profiling. It also describes the creation of a risk management engine to help sports books hedge their positions. Finally, it discusses how social media marketing can be utilised not to only drive engagement but also increase a sports book's revenue.

Keywords: customer experience management (CEM); social marketing; machine learning; real-time intelligence; Big Data; analytics; data lake; data waterfalls; betting; contextual marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2017:v:5:i:1:p:61-75

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