Online gaming operators spend considerable resources driving traffic to their websites. However once those visitors arrive at the site the experience they receive is generally one dimensional. Cognitive Match has created software that utilises the latest advances in artificial intelligence and computational learning to match visitors with content in real-time. The solution turns a one dimensional site into one that continually adapts to changes in visitor and market behaviour. The result of providing more engaging content and offers is a significant increase in conversion and cross-sell. This interactive session will explain how the system works, the predictive power of variables such as time of day, referrer and even the weather as well as how it can be installed and operational within two days.

1. Real-time content optimisation: The right offer, at the right time, to the right visitor

2. (most) websites are stupid

3. me

4. Why this is important Next seemed like a good option

5. Why this is important The sales assistant was very helpful

6. + =

7. Same thing, different place...

13. Smart Dumb

14. How to make websites smarter

15. Data + ‘Predictive system’ = Targeted Content (Increase revenue)

16. What data?

17. Type of Data The Individual Their Environment Your Content

18. The Individual Operating System Referrer Search Terms New/Repeat Visitor Previous behaviour Behaviour today

19. Their Environment Location Day of week Time of day Local weather Closing price of FTSE

20. Your Content Category (Poker/Casino/Sports/Bingo..) Meta data (High roller, serious, fun..)

21. Data provides knowledge and has predictivepower

22. Case Study: Call to action

23. Optimisation Overview – Free Bet ?

24. Four Options

25. Results High!

26. Results by Option

27. But not everyone conforms.. Visitors who searching using terms ‘BETTING’ and ‘EXCHANGE’ are more likely (CTR 37.5%) than the average (CTR 10.3%) to click on ‘Screenshots’ option. Lesson: The generally best option doesn’t suit everyone

28. Example 2: Display Order Example 2: Display order

31. Works best for visitors from the UK at 3pm

32. Works best for visitors that have previously played ‘Deal or No Deal’ during the day

33. Summary

34. Three lessons Treating all visitors in the same way does not make sense 2. The generally best option is the one some people hate 3. Real-time optimisation helps serve the right content, at the right time to the right visitor

35. Most websites are stupid [yours doesn’t have to be] Glen Conybeare – glen@cognitivematch.com