Beehive’s Adi Dagan: Exploiting the true potential of big data through AI and machine learning

Beehive’s Adi Dagan: Exploiting the true potential of big data through AI and machine learning

Thursday, October 12, 2017 Posted by Luke Massey
Dagan predicts that its successful implementation can be a main driver of revenue growth in the next few years
Dagan

Adi Dagan, CEO of Beehive, speaks to Totally Gaming about how AI and machine learning are bringing new opportunities to igaming marketing.

Totally Gaming: How can machine learning help marketers harness data?

Adi Dagan: The influence of big data on all aspects of marketing is growing, but in order to get the most out of it and exploit its true potential machine learning is vital. Big data holds vast potential, but the limitations of humans and their capacity for error when breaking down its implications means that machine learning is required to appreciate and analyse the full scope of the massive data sets now at a marketer’s disposal, and in turn allow them to better target their campaigns at what consumers want. At the heart of all of this must be a flexible marketing platform that utilises the full power of AI, while as the same time allowing the marketer to input their own creative approach.

TG: How far do you expect the implementation of AI in gaming to grow over the next few years?

AD: Just as a marketing approach can be improved through an intelligent application of AI, the same benefits can be repurposed for the field of operations. Giving the task of delineating which of your online casino’s games drive player retention to artificial intelligence is the obvious choice as the technology continues to develop at a rapid pace, becoming more intuitive and easy to get to grips with. Being a new technology, and one that appears outwardly complex, the use of AI and machine learning at a wide level in igaming appears some way off – but there are real advantages to be had in early adoption.

TG: Can you explain how Beehive makes use of AI?

AD: Our aim has always been to give marketers a slick and coherent interface to work with, and to this end we have implemented machine learning capabilities at every level of our marketing platform. This is to ensure we can continuously quantify and optimise the performance of every marketing activity, with a view to generating maximum ROI. We also make use of cutting edge predictive modelling algorithms in order to forecast specific customer behaviours with a high level of accuracy, such as identifying potential VIPs or the risk of churn.

TG: What are the current limitations of AI in marketing?

AD: Given that the technology as it exists today is little more than five years old, it is fair to say that it is still very much in its infancy, and as with any new technological development there is plenty still to develop and expand on. Certainly, as we have seen with our clients, we are not yet at a stage where statistical modelling and algorithms can fully account for human cycles, and human expertise is still very much required as the technology develops.

TG: How big an opportunity is AI for the gaming industry, and how well is it capitalising upon it?

AD: It isn’t an exaggeration to say that the successful implementation of AI into marketing and other functions can be the main driver of revenue growth for the industry over the coming years, particularly in mature markets. As an industry, we are off to an encouraging start, but there is obviously a lot of work to be done. We are in a similar position to where we were with big data a couple of years ago; everyone realises its importance, but might not quite understand how to efficiently implement it. We are already at the point where those operators who crack this dilemma are reaping tangible rewards.

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