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Digital Marketinglaunch plan, KPMs

January 2016Alberto Cipolla

Agenda

1. Assumptions

2. Scenario of the Italian betting market

3. Input for the Marketing plan

4. Marketing activities and main KPIs

5. First 100 days – Priorities

6. Objectives of the induction

7. Summary

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Assumptions

1. The Italian launch will leverage on main platforms – Web and App– delivered from the UK

2. A CRM software is available, and will be used to boost sales fromnewly gained customers to increase the number of bets percustomer

3. Marketing Plan built on industry available data (1st Jan. 2015); tobe updated with company specific info. Also needs to be validatedagainst the strategic business plan to assure coherence

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Scenario of the Italian market As of Jan 2015

Incumbet31%

Player 220%

Player 314%

Pair 1 9%

Pair 27%

Pair 34%

Pair 53%

Market share of main players

Incumbet Player 2

Player 3 Pair 1

Pair 2 Pair 3

Pair 4 Pair 5

Rest of the market

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The top pair owns only 9% of the market, or 360M€

Direct30%

Display ads29%

Referrals25%

Search15%

Social1%

eMail0%

Current digital Marketing mix of the gambling industry

Direct Display ads Referrals

Search Social eMail

Direct load (Brand awareness) and Display ads represent 6 sessions over 10 therefore need adequate investments

Input for the Marketing plan

1. The top performing pair owns 9% of the Italian market, which is worth 360Mۥ This is possibly made of 1M customers (Uk as a benchmark, to be validated) betting 18

times a year for an average amount of 20€ per bet (Best guestimate from available data)

2. Traffic to gambling websites is coming from four sources• Direct load, where brand awareness is the key driver• Display Advertising• Referral web sites (e.g. …) excluding social• Search engines (mainly organic search, as PPC is not allowed by Google policies)

3. The Italian betting market is made of male individuals, aged between 25 to 55(over 80% of the market) with different exposure to the digital word,therefore traditional ads are recommended as well (Source: Osservatorio onlinegaming - Politecnico di Milano)

4. From the above we can guesstimate that the potential objective in Year 1 is toacquire a minimum of 100.000 customers• The main assumptions for the next slides are guestimate from a comparable B2C industry, in

absence of specific knowledge

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Marketing activities and main KPIs

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Program Name

Main purpose

Marketing activity Primary KPM Secondary KPM

Target

A) Traffic acquisition

Drive traffic to the app or to the website

1) Build brand awareness via traditional media (ATL) to support direct load & PPC

Number 1 share of Voice among pairs

SessionsNumber of customers

>8M sessions30.000

Customers

2) Ad display campaigns Number of Sessions

Bounce rateCost per Click

>6M sessions40.000 Cust.

3) Search Engine Optimization activities

Number of Sessions

Bounce rate >2M sessions20.000 Cust.

4) Pay Per Click (PPC) on Brand Number of Sessions

Bounce rateCost per Click

>1M sessions10.000 Cust.

B) Traffic conversion

Maximizeconversions

5) Personalization campaign –Serve relevant content to new/existing visitor

% of conversion over sessions

Average BetValue

1%To be

benchmarked

6) Validate user experience % of conversions Bounce rate >10%

7)On site & On app marketing to acquire contact details and marketing permission

Number of marketable contacts

60.000CustomersMarketing

opted in

C) Customeron-boarding and retention

Increase customer spend

8) Communication campaign to existing customers

Average BetFrequency

# of customersAverage BetValue

300€ turnoverper customer

First 100 days - Priorities

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Activities Notes 0 10 20 30 40 50 60 70 80 90

Induction in the UK to learn best practice and quick adapt these to the Italian market – assuming system is fully available for Italy

Maximize existing knowledge

1) Build brand awareness via traditional media (ATL) Main newspapers + TV/Radio ads

Usually 1&4 work very well together

4) PPC activities on Brand

2) Ad display campaigns via DSP

3) Search Engine Optimization activities including localization

To boost direct organic search

5) Personalization campaign – Serve relevant content to new/existing visitor 5&8 to optimize

conversions8) Communication campaign to existing customers

KPM set up, optimization and business plan validation

To track progresses

Additional marketing activities to be investigated afterwards:1. Co-marketing activities with a broadcaster; investigate feasibility (~5M TV customers)2. Social activities will follow as source of little traffic3. eMail communications (campaign 7) to existing customers are key to get existing customers

to place more orders (and to achieve our turnover per customer target)4. Activities 6&7 will follow later on

Objectives of the induction

1. To understand the company Value proposition and learn how tointegrate Unique selling points into the marketing plan

2. Assess and understand tools made available to the Italian market

3. Leverage on UK best practices and understand if UK serviceprovider can operate on the Italian market

4. To validate the marketing plan, including key metrics

Understanding business specificity is key to perform the plan effectively

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Summary

1. New customer acquisition is clearly the task for the first fiscal year.Based on the available info I can guesstimate the followingmetrics:• Build Brand awareness (9M sessions, 40K customers)

• Attract visitors via ad display campaigns (6M sessions, 40K customers)

• Assure correct SEO performance (2M sessions, 20K customers)

2. The acquired traffic must be converted at most by:• Best available user experience

• Personalized content served

3. While we acquire further customers, new ones must be on-boarded and developed to support Fiscal Year 16 Sales

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