SciPlay’s Jackpot Party
Achieves a 227% Incremental ROI!
SciPlay’s Jackpot Party Casino was looking for new channels to re-engage its existing users. They already had an active re-engagement campaign but were looking to expand their options in new, innovative ways. They also wanted more transparency and control over their data. Bigabid needed to achieve all of these goals while surpassing their existing incremental ROI with the ability to scale.
“I don’t look at Bigabid as a platform but as a true partner. Aside from showing us a great incremental ROI, Bigabid’s team helped us gain a better understanding and control of the intricacies of re-engagement. They were extremely transparent and helpful in letting us see the full picture on a user-level.”
Evyatar Livny, Product Manager, SciPlay
When it comes to retargeting, knowing how to measure success accurately and scientifically is as intricate as getting the actual results. Dividing the audience between control and treatment groups was just the beginning. We also tested two different methodologies; each methodology had to prove capable of bringing incremental ROI higher than SciPlay’s previous experience.
Measuring the effect only on those users we could actually reach and the ads that could be presented to both the control and the treatment groups. The results show the incrementality only for groups of users who can be affected
More of a bird’s eye view. Measuring if the retargeting activity has a positive effect as a whole and brings positive incremental ROI consistently, regardless of the ability to reach the user.
Each of these methodologies was rigorously tested. Both showed positive incrementality in virtually every possible metric.
Bigabid’s retargeting infrastructure enabled us to quickly move between the two measurement methodologies while supplying the relevant reporting for each. It was tremendously important to both companies that SciPlay would be able to judge the results for themselves and not have to rely on just on Bigabid’s numbers.
The strategy that was decided was to undertake wide-targeting on a variety of different audiences. After the first results started coming in, using Bigabid’s technology, we were able to measure the incremental ROI for each segment.
We could then decide which audiences to focus on, which audiences not to target, and, equally important, what bidding strategy to use for each segment.
At each point, we could compare our results to the control group as well as to the other media channels. Doing so gave SciPlay the certainty that the results were measured correctly, and that every targeting decision was made with logical, thought-out reasons.
Bigabid’s retargeting campaign measured an incremental ROI of 227%!