ICE: Coral Interactive’s Marshall urges industry not to be ‘scared’ of big data

ICE: Coral Interactive’s Marshall urges industry not to be ‘scared’ of big data

Tuesday, February 3, 2015 Totally Gaming

Kris Marshall, head of business intelligence and analytics at Coral Interactive, has urged delegates in attendance at the Data Insight and Business Intelligence Conference not to be “scared” of Big Data and instead treat it as an opportunity to enhance business.

Speaking at the conference, which took place earlier today (Tuesday) at this year’s edition of ICE Totally Gaming, Marshall highlighted the importance of data in developing strategies at Coral Interactive and encouraged other online gaming operators to follow suit.

He picked up on the importance of big data in particular and said how it can be used effectively to strengthen online gaming operations.

“Memory is now much less expensive and putting data ‘in memory’ allows quick analysis of it,” Marshall said during the session at London’s ExCeL.

“Big data is an opportunity, not a challenge. Do not be scared of big data as it is there to help us.”

Taking into account the level of data now available to operators, Marshall also recommended that such companies consider expanding their teams in order to include staff that can help analyse this data in an effective manner. In particular, he highlighted how the employment of data scientists can have a positive impact on how you analyse this data properly.

“You have to build the right team in order to deliver value,” Marshall said. “Data scientists are now integral to delivering value from data, and I would recommend adding maybe two or three to your team.

“You can combine IT knowledge, statistical modelling and programming skills to derive key messages from your data. After all, more data means an increased significance of results of the analysis. Bury your insight teams in the business.”

Marshall also went on to say that operators can gather even more data through the use of third-party sources such as Oddschecker or Google Analytics, both of which he said provide ‘insightful’ information about customers and their behaviour.

This data can then be used to develop the most effective strategies that will help create a sense of loyalty amongst customers and encourage them to return in the future.

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