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Paddy Power at the KNIME Meetup

ROI Dashboard

Walter Bonifazi - Rome, 07 October 2015

Paddy Power

Agenda 2

KNIME in Paddy Power Italia

Use case: ROI Dashboard

Paddy Power: Who we are 3

Founded in 1988 in Dublin

Merge of 3 Irish bookmakers

More than 5,000 employees

2014 Net Revenues: €882M

The Beginning Now

Paddy Power: Future 4

Possible merger of Paddy Power and Betfair announced

One of the world’s largest public online betting and gaming companies with revenues of over €1.5 billion in their last financial years

The Future

Paddy Power: International 5

Paddy Power: Innovative 6

Paddy Power: Mischief 7

Paddy Power: Data driven 8

I think that…Data say…

Paddy Power Italia – Sports Betting

May 2012 – Website launched in Italy: only sports betting

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Paddy Power Italia - Casino

December 2012 – Casino

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Paddy Power Italia - Poker

June 2014 – Poker

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Paddy Power Italia - Bingo

November 2014 – Bingo

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Paddy Power

Agenda 13

KNIME in Paddy Power Italia

Use case: ROI Dashboard

KNIME applications in Paddy Power Italia

KNIME is our main data analytics platformComplex operations are managed automatically and efficientlywith KNIME

• CRM automation• «Real time» data management• Models and algorithms

(segmentations, campaigns)• Complex analysis• Reports• Weapon to innovate (fancy

Marketing ideas)

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KNIME users Paddy Power Italia

• Insights Team• CRM Teams• Operations Teams

KNIME Analytics Platform

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KNIME Server• Insights Team• IT Team

KNIME Web Portal• Management• Marketing Managers• Online Marketing Team

Paddy Power

Agenda 16

KNIME in Paddy Power Italia

Use case: ROI Dashboard

How to analyze the ROI of CRM campaigns 17

• Look for the CRM campaign data (.xls file)

• Analyze the campaign• Give the results

• Manual work• Few campaigns analysed• Need to wait some days

Before: Manual analysis

• Save each CRM campaign with a simple form

• Just look at the automateddashboard

• All automated• All the campaigns in the

dashboard• Data updated every day

Now: ROI Dashboard

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CRM

ROI engineCRM

Business

The ROI dashboard – the engine

• Load

• Input

• Input

• Output

• Iteration

The ROI dashboard – the flow 19

• CRM Data: Campaign Target and Control Groups

• Business Data: Customers activityRead Data

ROI machine• Outlier detection• Uplift calculation• Reliability Index

Dashboard • Data Mart

20Outlier detection with KNIME

When your data are too big?

• Objective: Identify outliers (with no assumption on

distribution)

• Solution: Identify a threshold based on the values of the

overall population

• Technique: Box-Whiskers statistics

o Smoothing of the values if too much over-spread

Logarithmic transformation

o Threshold based on the upper projection the inter-

quartile interval

If the value is over the threshold -> The value is

an outlier

21ROI reliability index with KNIME

• Objective: Identify if the ROI is reliable

• Solution: Simulation of a ROI distribution in order to analyse his dispersion

• Technique: Boostrap re-sampling

o Repeated simulation of Target and Control Group of given size

o ROI calculation for each simulation

o Standard deviation of ROI distribution

If the distribution is normally spread -> ROI is reliable

If the distribution is over-spread -> ROI is not reliable

How consistent is your ROI?

The ROI Dashboard – Output 22

How does the ROI Dashboard look like

What actions Marketing Manager should take?

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Visit www.workwithpaddy.com

Thanks

Thank you for your attention!