George Marinakos

The online betting industry is a steeply growing form of digital entertainment in Greece. Thousands of users  are registering, navigating and playing within a wide variety of betting products.

On the other hand data sets consist the trace of customer journeys and preferences for decision makers who need to deeply understand customer needs in order to launch new products, features or commercial actions.

The explosion of data volume and complexity puts machine learning in the "poll position" for actionable insights delivery, fast and relevant proactive B to C actions and data driven product optimizations.  In that context "real business life" examples are displayed to showcase how  Segmentation Models drive product and promotion relevance, how Propensity Models drive the speed of proactive CRM and how Forecasting Models drive Marketing Investment Mix optimization. 

In this session we will showcase how machine learning has become for OPAP a day to day reality, upgrading constantly the online customer experience.