Summary
Imagine taking the most successful and effective communications channel you had, and almost turning it off. For good.
That's the scenario Paddy Power Betfair (PPB) faced in August 2019 with regulatory adjustments restricting use of TV. A significantly diminished ROI was an almost inevitable consequence.
Overnight, there was a need to switch focus to lesser known or understood digital and print media channels, and identify how these work for sports bettors and gamers. The PPB Insight team faced a massive challenge:
The need for insight to inform a series of best practice learnings, shaping the future print and digital...