Strong customer retention issue
PMU, the leader in horse betting in France, wanted to strengthen its Datamining team in order to improve and nourish the customer experience. Its main mission: to maximize customer retention and therefore reduce attrition.
The team’s main objective was to increase the retention rate of frequent customers with an online PMU.fr account or playing offline in the network of sales outlets via a private card.
With 13,400 points of sale and a web/mobile application to be renewed in 2021, deepening customer knowledge and relationships is one of the levers for creating value for the company that PMU wanted to develop.
Combining business and technical skills
Our difference and our strength lie in the combination of business and technical skills. A detailed understanding of the specific issues in the field of gambling and sports betting as well as an expertise in the various database systems enabled us to provide answers with a high added value to the marketing and sales teams, but also to the PMU management.
In a context of technological evolution of the tools from a “traditional” environment to a Big Data and Open Source environment, accompanying PMU in the analysis and enhancement of its customer knowledge was at the heart of our attention.
In concrete terms, we assisted them in :
- A technical intervention of our experts to move from a “traditional” environment (SAS, SQL and ORACLE DB) to a Big Data environment (Hadoop, HDFS, Hive). This evolution allowed us to improve analyses and models thanks to the exploitation of structured and unstructured data, to introduce Open Source software development with Python and to process data with Dataiku.
- Getting Started with Python Development. An expert in Data Science gave an initiation and training on Python, combining theoretical principles and practical experiences, to the PMU teams.
Our added value lies in the ability of our community of experts to understand our customers’ specific businesses, to contribute their technical expertise in exploiting and adding value to data and to transfer their know-how to our customers.
Jérémie LE MEUR | Department manager - #Consortia
Simulations and balance sheets of operations
We have carried out simulations and assessments of operations for loyalty managers, product managers and campaign managers.
The goal: to acquire, stimulate and retain customers (ROI contribution, additional PBJ, achievement of desired objectives) of the company.
Data subjects, from data quality to modeling and analysis to the restitution of results to the business, and team training were at the heart of our support for PMU.
Analysis and exploratory studies
- Identification of growth levers among new customers;
- New customer lifecycle analysis;
- RFM (Recency, Frequency, Amount) segmentation and continuous improvement for associated marketing actions;
- Analysis of the impact (monetary, site volume…) of customers closing and re-opening their accounts online multiple times;
- Monitoring of the KPI’s of the new online interface.
Modelling and CA impact studies
- Modeling of online horse racing revenues;
- Analysis of the impact of the new loyalty program;
- Study on customers with an “Occasional” frequency and proposal of ways to increase their usage.
Update of segmentations
- Transfer and adaptation of segmentation programs on Dataiku [Collaborative platform for integrated development] ;
- Database acceptance following the migration of flows to Big Data;
- Definition of the specifications of need on the data related to the campaigns.
Scoring of detection
- Development (creation and production) of a detection score for clients with problem gambling behaviours in order to detect as early as possible gamblers with a high probability of switching to atypical and/or excessive gambling behaviour.
Support for the business lines
- Training of the Datamining team to the development and modeling on Python;
- Implementation of use-cases specific to the PMU environment
3
models, developed to support simulation
3
years of collaboration
1
billion of turnover generated by PMU on the Internet
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