Nov 15 / 2017
Latest News / Editorial/

Interview with Adi Dagan, CEO of Beehive

Adi Dagan discusses the rise of artificial intelligence in the iGaming industry, and reveals what Beehive has prepared for the upcoming SiGMA show

Beehive is a data-driven personalisation platform, which enables its clients to personalise the promotion messages they send to the customers, which increases brand engagement and maximises the value of each of them. Beehive was founded in 2011 by a team of iGaming experts with a passion for building innovative products that answer the daily, critical and real-world problems its users meet.

What will Beehive be showcasing at SiGMA?

As well as our flagship Labs platform, we’ll be showcasing the recently-launched Pulse, a revolutionary new igaming business intelligence product that will transform the way operators analyse big data. Pulse has been the result of many years working alongside operators to discover what data teams and marketers need access to. It puts powerful new BI tools in the hands of the operators, serving up actionable insights that can be easily implemented.

Adi Dagan

How can machine learning transform the igaming sector?

Big data has been the central component of strong marketing strategies for some time now. But for operators to get the most of their data, they need to utilise the power of machine learning. It is not possible for us to process the huge quantities of data we are now gathering. Machine learning helps igaming marketers leverage this data through automated analysis that can turn out actionable insights that improve the bottom line.

How is Beehive using artificial intelligence to improve operators’ marketing?

Our products are increasingly powered by artificial intelligence, but the important thing from an operator’s perspective is to ensure they are presented with something simple and workable. We’ve put a lot of effort into finding ways to process data, while at the same time handing power to marketers to measure, customise and really drill down into the numbers. Another interesting area is predictive modelling, where we can write algorithms to forecast specific customer behaviours with a high level of accuracy, such as identifying potential VIPs or the risk of churn.

What is the future of artificial intelligence in igaming?

I predict AI will be the primary driver of growth for operators in mature markets over the coming years. There will also be room for creative, human marketing, but the sheer power of these tools is a game-changer for the way we can communicate with customers. It allows operators to give all their customers the VIP treatment, not just the highest spenders. But there is still plenty of work to do. We are in a similar position to where we were with big data a few years ago, when everyone understood its importance but didn’t quite understand how best to implement it. The important thing for operators is to partner with a marketing partner that can deliver the benefits of AI in a seamless manner.

 

Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.

Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?

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