MIA® Real-time campaign monitoring: the challenge for online gambling companies

05/01/2023

Did you know that, according to Statista, the GGR (Gross Gaming Revenue) in Latam is expected to reach a maximum of approximately $34.000M in 2024, that is, a 600% growth compared to 2020? The Brazilian market best reflects such a scenario: it is estimated to grow to $2,272M in 2023, around twice compared to 2020.In short: it is a hyper-competitive market, which has been highly favored during the Qatar 2022 World Cup. And not only regional companies are impacted by this context; those coming from Europe to Latam are also forced to advertise in the media, in order to grow their business and differentiate from the competition

It is estimated that nearly 60% of online gambling companies’ advertising investment has no efficient attribution models to audit, control and assign a value to the purchase. For this reason, it is difficult to understand which channels are suitable for the business goals. In fact, most companies often wait months to do so, resulting in highly questionable and unreliable performance measurement.

An attribution model consists of a set of rules that assign a value to each touchpoint of potential customers in their customer journey, in order to understand the main drivers for selling a product or service.  

In this scenario, real-time measurement of media investment is absolutely possible without having to wait an eternity to collect data, thanks to MIA®, a revolutionary multitouch attribution technology, proudly made by Pipol.

 

MIA®: a must-have multi-touch attribution model for marketing and sales teams

MIA® allows our clients to understand the impact of communication investment in an effective and immediate approach, avoiding statistical projection models, putting aside months and years of data collection. MIA® measures every offline and online media impact, with special focus on TV and radio on digital assets, in real time, hour by hour, minute by minute. It evaluates simultaneously those users who interact with a website or application in a direct and indirect way, after seeing an ad, thanks to the information cross-referencing between the moment it is shown, as well as all interactions.

Therefore, MIA® is an essential tool for marketing and sales teams. Its algorithm’s learnings have a positive impact on the brand strategy, which improves and optimizes the purchase and implementation process, mainly in the online gambling sector has been growing without precedent in the world. In the meantime, Pipol has been successfully accompanying its clients in this sector in Latam over the last few years.

This is how MIA® connects the media with the client’s business and, in addition, makes the costly process of campaign management more efficient, creating a healthy ecosystem between organic and invested, between TV and digital, between consumer and brand.

We at Pipol feel that it is a huge challenge to maximize the advertising investment of our clients using the greatest tool in the Region, which mixes the use of technology and reads millions of records, with business intelligence, in order to correctly understand its outputs

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