GoBet Drives Top-of-Funnel awareness and sign-ups - Terragon Group

GoBet Drives Top-of-Funnel awareness and sign-ups

Overview

Gobet is a secure online betting platform in Nigeria that provides expert sports betting tips for all major sports.

Terragon Marketing Cloud Channel Used

SMS (Short Message Service)
RCS (Rich Communications Services)

Results and Impact

104% success rate
900k+ potential customers reached
20.2 average CTR (5% above target)
81k+ unique interactions generated via SMS
58.8% unique user interactions generated via RCS
43k+ messages delivered via RCS

Approach

Drive top-of-funnel awareness and signups utilizing over 105M customer data profiles housed within the Terragon data marketplace

Challenge

The need to gain market share by attracting more potential customers to the GoBet website.
Reach 750,000 profiles via SMS and RCS within 3 months

Solution

Terragon Marketing Cloud – Our cloud-based multichannel marketing platform helps businesses deliver data-driven engagement, directly on mobile.

Survey Deployment

STEP 1

Customer Identification and Audience Building

Custom audience building of client’s target customers leveraging data from Terragon’s 105m data marketplace. The audience was created based on characteristics like age (18-50), interest in sports, device type (IOS and Android for SMS and Android only for RCS), location (Nigeria) and value (low and mid to high-net-worth individuals)
Look-alike modelling of client’s top performing customers utilizing the personality-based marketing and prediction engine from Terragon Marketing Cloud. This audience was created based on key criteria such as interest in sports, gaming, financial gains, and age (18-50 years).

STEP 2

Segmentation

Segmentation of customers based on device type for effective marketing and engagement. Only Android users received messages via RCS while both IOS and Andriod users received messages via SMS.

STEP 3

Personalisation

Using GoBet’s Unique Selling Point, personalized messages and creatives were set up to appeal to the target audience

STEP 4

Campaign Execution

A/B Testing to identify the best-performing time and messaging
Creative marketing messages were sent to the key target audience twice weekly via SMS and RCS. For RCS, the audience receives short video messages and a link to the GoBet landing page to sign up.

STEP 5

Tracking and Optimization

Identifying and tracking customer interactions with the messaging from impressions delivered to engagement and sign-ups
Retargeting profiles who have previously engaged with the marketing messages to drive more engagement