Data the whole team can trust
The CRM team looks after more than 9 million subscribers. Their previous tool could handle about 1% of them at a time, and the numbers it returned changed from one run to the next. This is how the team stopped double-checking and started trusting what they saw.
Twenty files to send one message
The previous CRM accepted 100,000 players per upload. Targeting two million meant splitting the segment into twenty files and uploading them one at a time. Running the same analysis twice returned different numbers, so the in-house data team was regularly asked to rebuild cohorts by hand.
For an operator with 9 million subscribers, each with their own preferences, handling data quickly and consistently is the whole job. The tool could manage about 1% of it at a time.
"To target 2 million customers, I had to split the segment into 20 files. That was a terrifying workload back then."
Head of CRM
From twenty uploads to one live segment
Scroll to watch a two-million-player send-out change shape. Each dot is 10,000 players.
A hundred thousand at a time
Every upload was capped at 100k players. A standard two-million send-out became twenty separate file preparations, and one day's work for a single message.
Same query, different answer
Measure how many players an action reached, run it again, and the number changed. When you cannot trust the count, you work around the tool. That is exactly what the team had to do.
Because of the data inconsistency and our inability to trust the data, we had to often ask our internal data team to manually extract and deliver a user base to us.
Head of CRM
The whole base becomes one segment
Data is collected and segmented automatically on criteria the team defines. Every targeted player lands in the send-out through the integration with their CPaaS provider. No files, no splitting, no reconciling.
I can see and understand exactly how the CDP gathers data on players and events. I do not see a way in which the data could be wrong.
Head of CRM
Several send-outs in a day, not one
A single send-out used to take the whole day. The same team now delivers several, reaching two to three times as many players with the same effort.
From operators to analysts
Analysis that took a day now runs in two or three minutes. The team is leaner, looks across all 1,000+ games instead of one flow, and spends its time on questions rather than plumbing.
What changed for the team
"Our day-to-day work is so much easier now. We do not need to double-check the numbers, and we are confident in the data and the impact we are making with it. We could never go back to our previous CRM provider."
EY-Parthenon
This story is based on interviews EY-Parthenon conducted with the operator's Head of CRM and Director of Integrity & Compliance, without Fast Track in the room. The quotes are theirs.
Percentages and multiples are the interviewees' own estimates. The operator is a Brazilian licensee with more than 9 million registered players and around 380 employees, and asked not to be named.
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