paddy power italy - knime · paddy power, who we are 3 founded in 1988 in dublin merge of 3 irish...
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Paddy Power at the KNIME UGM
Bet Responsibly. On your CRM too
Walter Bonifazi - Berlin, 25 February 2015
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Paddy Power
Agenda 2
KNIME in Paddy Power Italia
Use case: Bet Responsibly. On you CRM too
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Paddy Power, who we are 3
Founded in 1988 in Dublin
Merge of 3 Irish bookmakers
More than 4,000 employees
2013 Net Revenues: €745M
The Beginning Now
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Paddy Power: International 4
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Paddy Power: Innovative 5
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Paddy Power: Mischief 6
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Paddy Power: Strong performance 7
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Paddy Power: Data driven 8
I think that…Data say…
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Paddy Power Italia – Sports Betting
May 2012 – Website launched in Italy: only sports betting
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Paddy Power Italia - Casino
December 2012 – Casino
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Paddy Power Italia - Poker
June 2014 – Poker
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Paddy Power Italia - Bingo
November 2014 – Bingo
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Paddy Power
Agenda 13
KNIME in Paddy Power Italia
Use case: Bet Responsibly. On you CRM too
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KNIME applications in Paddy Power Italia
KNIME is our main data analytics platformComplex operations are managed automatically and efficientlywith KNIME
• CRM automation• «Real time» data management• Models and algorithms
(segmentations, campaigns)• Complex analysis• Reports• Weapon to innovate (fancy
Marketing ideas)
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KNIME users Paddy Power Italia
• Insights Team• CRM Teams• Operations Teams
KNIME Analytics Platform
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KNIME Server• Insights Team• Business Intelligence Team
KNIME Web Portal• Management• Marketing Managers• Online Marketing Team
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Paddy Power
Agenda 16
KNIME in Paddy Power Italia
Use case: Bet Responsibly. On you CRM too
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Bet Responsibly. On you CRM too 17
• Look for the CRM campaign data (.xls file)
• Analyze the campaign• Give the results
• Manual work• Few campaigns analysed• Need to wait some days
Before: ROI analysis
• Save each CRM campaign with a simple form
• Just look at the automateddashboard
• All automated• All the campaigns in the
dashboard• Data updated every day
Now: ROI Dashboard
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CRM
ROI engineCRM
Business
The ROI dashboard – the engine
• Load
• Input
• Input
• Output
• Iteration
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The ROI dashboard – the flow 19
• CRM Data: Campaign lists with Control Group
• Business Data: Customer activityRead Data
ROI machine• Outlier detection• Uplift calculation• Reliability Index
Dashboard • Data Mart
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20Outlier detection with KNIME
When your data are too big?
• Objective: Identify outliers (with no assumption on
distribution)
• Solution: Identify a threshold based on the values of the
overall population
• Technique: Box-Whiskers statistics
o Smoothing of the values if too much over-spread
Logarithmic transformation
o Threshold based on the upper projection the inter-
quartile interval
If the value is over the threshold -> The value is
an outlier
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21ROI reliability index with KNIME
• Objective: Identify if the ROI is reliable
• Solution: Simulation of a ROI distribution in order to analyse his dispersion
• Technique: Boostrap re-sampling
o Repeated simulation of Target and Control Group of given size
o ROI calculation for each simulation
o Standard deviation of ROI distribution
If the distribution is normally spread -> ROI is reliable
If the distribution is over-spread -> ROI is not reliable
How consistent is your ROI?
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The ROI Dashboard – Output 22
How does the ROI Dashboard look like
Future: The ROI Dashboard in the KNIME Server web portal!