Tabcorp’s successful pivot to personalised data-driven marketing to customers of its TAB brand has been recognised with the team behind it named the Adobe Experience Maker Team of the Year for Asia Pacific region.
The team that took home the win was a cross-functional group from Tabcorp’s CRM, Digital Marketing, Data Analytics, Data Science and Technology units who had two years ago been tasked with the development and implementation of a best-in-class personalisation program for TAB wagering customers.
The team created the capacity for TAB to offer tailored experiences, including promotions and products, to individual customers in real time, based on their preferences and activity.
TAB rearchitected its data environment and implemented a number of licensed marketing technology products through a partnership with Adobe as enablers to unlock the capability to successfully personalise campaigns in real time across multiple channels.
This partnership saw TAB become the first company in the Asia-Pacific region to implement the Adobe Experience Platform.
That’s resulted in a better customer experience, a more sophisticated marketing and promotions mix and increased revenue for Tabcorp and its partners and stakeholders.
The new platform straddles pure digital and digital-in-venue betting (within pub TABs, TAB agencies and racecourses) allowing TAB to play to its strength as the largest and best known multi-channel wagering brand in Australia.
Chris Raimondi, head of CRM and Loyalty for Tabcorp’s Wagering & Media business, said the win was a credit to the work of the teams involved and positive for TAB customers.
“We’re always striving to enhance our personalised customer experiences, so to have made great strides in this space and receive recognition as the best team in the Asia Pacific region is enormous. And we’re just getting started.”