Project: Sportsbet - Legacy Systems to Modern Customer Engagement
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Nick Laidler, Head of MarTech at Sportsbet, highlighted the company's challenge in 2018. Their legacy marketing automation tools were becoming obsolete.
During a steering committee meeting, they discussed three pathways: maintain the status quo, do a little bit of evolution, or take a revolutionary leap.
“Unfortunately, the decision was to simply 'clean up' our existing platform without making any groundbreaking changes,” Nick said. This attempt to 'clean up' the platform without implementing major changes— likened by Nick to "neglecting a chipped tooth"— proved inadequate.
Recognising the need for substantial transformation, Sportsbet initiated an RFI/RFP process to find not just the technology but a strategic partner. The Lumery’s role was crucial in ensuring that the program remained focused and didn't deviate toward fleeting trends.
"The Lumery helped us prioritise what was crucial now versus what could be addressed later. It’s those early strategic decisions, advised by The Lumery, that have put us on the path to a successful transformation.”
As Sportsbet neared the end of their RFP process, it was time to secure internal investment for the new technology. To make a compelling case, the focus shifted from seeking the 'perfect' technological solutions that were slow to provide actionable insights to a tool that facilitates real-time, effective customer conversations.
Implementing Braze involved a phased approach. The Lumery began with hands-on configuration (crawl phase), moved to a shared effort with Sportsbet (walk phase), and finally Sportsbet led the process, with The Lumery in an advisory role (run phase). This phased implementation approach empowered Sportsbet's marketing team, strategically transitioning them from process operators to creative strategists.
Where they previously relied on mass messaging and a hope-for-the-best- strategy, Sportsbet now employ a nuanced, data-driven approach, with 'speed to insight' being a game-changer.
The Lumery’s Head of Solution Architecture, Kevin Nugegoda, emphasised the collaborative effort, stating that best results emerge when like-minded experts challenge each other.
With Braze, for the first time, Sportsbet's CMO can directly correlate marketing initiatives with transaction numbers.
Simultaneously, creative experimentation is now firmly embedded in their ways of working, setting the stage for continuous evolution. By helping them to automate the process-oriented tasks, it has encouraged the marketing team to engage in more creative, problem-solving roles. They are now able to exercise greater autonomy and curiosity by asking “what happens if I pull this lever” or “what if I try this approach?”
For those considering a similar move, Nick has some advice: "Early on, work on creating a centralised customer segmentation model and get organisational buy-in. Having a champion for this within the company is not just valuable, it's essential for the success of any messaging program."
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