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Summary:
While working at VGW I oversaw an almost unheard-of large marketing budget. There are not many companies in the world that spend USD $4 Million+ in online digital marketing. The impact on the North American market was profound. VGW grew (and keep growing) their userbase and company size to be one of the biggest sweepstake companies in North American market. I can pride myself to say that I was definitely part of this growth.
Company Info:
VGW (Virtual Gaming Worlds, https://www.vgw.co/) was founded by Laurence Escalante in 2010 with the vision of creating a virtual world with focus on social gaming and entertainment.
VGW are the pioneers of Social Sweepstake Gaming and are disrupting both the Online Social Casino and Poker markets. Their innovative sweepstakes technology is the subject of patent-pending applications around the world.
Although VGW’s offices are in Sydney and Perth their product is only accessible in the North American market (United States & Canada).
My achievements and involvement:
I worked for VGW and I oversaw an approximate USD$4,000,000 marketing budget to drive a lower Cost of Acquiring a new Customer (CPA) for their two brands Chumba Casino & Global Poker which are two brands exclusively based in North America.
I used advanced digital strategies and tech tools to lower the CPA and I utilised my full breadth of knowledge and capabilities to do so.
I was working with tech tools such as Facebook, Sizmek, Google Ads, Google Analytics, Tableau & Marketo.
I was working very close with Facebook since most of the marketing spend was towards Facebook. I was working closely with the technical team at Facebook to improve the results as much as possible. We were having weekly meetings with Facebook and one of the key account managers we were dealing with was Karl McCarthy.
Some of the technical features I tried in the account to improve results were:
· A/B tests
· Split tests
o Creative Split Testing
o Audience Split Testing
o Attribution Split Testing
· Lift Studies
· Test & Learn
The whole purpose of all these tests is to take the guesswork out of the measurement. Since a 1% difference in results had a very big impact on the number of new sign-ups I had to be very careful with all the optimisations I did.
Some of the most successful tests involved which creative we would use.
One other tool which I was using to determine which strategy was the best performing was a tool named Tableu Software (https://www.tableau.com/). With Tableau I could access and modify very sophisticated reports and get the most valuable insights from the activity I was running.
All the activity and budget was exclusively in the North American markets. Due to the considerable budget and wide-ranging reach of the campaigns the impact of the campaigns I was running was immense.
· Total revenue from Chumba Casino increased from 2017 to 2018 with 82.81%
· Total revenue from Global Poker increased from 2017 to 2018 with 177.52%
Source* https://vgw.co/wp-content/uploads/2018/11/VGW_ANNUAL_REPORT_HR.pdf
Although I cannot take credit of the full increase in company revenue as shown above it shows that my advanced digital strategies to the campaigns had a great impact as I was responsible managing the full acquisitions marketing budget and results. VGW did no other offline/over the line marketing at the time.
Summary:
While working at VGW I oversaw an almost unheard-of large marketing budget. There are not many companies in the world that spend USD $4 Million+ in online digital marketing. The impact on the North American market was profound. VGW grew (and keep growing) their userbase and company size to be one of the biggest sweepstake companies in North American market. I can pride myself to say that I was definitely part of this growth.
Web Development,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Other,Marketing Strategy
Gaming
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The Challenge
Prior to working with Diogenes Solutions, the team at Gakken focused their efforts on Amazon Marketing with no Success usually just opting for automatic Amazon PPC campaigns that were costly and not profitable.
To position itself as a Top selling children’s book company, Gakken would have to prioritize targeted manual PPC campaigns. They would need to focus on ASIN targeting competitor products. Book targeting needs to be conservative in bidding and hyper targeted.
The Gakken team sought me out as the right person to take on the challenge.
The goal was to refine Gakkens PPC targeting with manual Selection, identify high-impact keywords, Categories and Products as well as display ads to fill topic gaps throughout the funnel, and ultimately, grow traffic and conversions.
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