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. 

1
CPR

The Challenge

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).

The Process

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.

The Solution

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. 

Skills Used

Web Development,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Other,Marketing Strategy

Industry

Gaming

Results by the numbers

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