A practical iGaming CRM course on what customer relationship management actually does inside a gambling operator, and how it differs from acquisition marketing. It covers segmentation built to support decisions rather than describe a population, programmes for each stage of the player lifecycle and why early tenure has an outsized effect, campaigns from objective through audience to measurement, bonus and incentive design costed on net rather than awarded value, churn and reactivation, and measuring CRM with holdouts that still give readable answers in a heavily skewed player base.
Written for CRM managers, retention and lifecycle marketers, and the analysts and product people who work alongside them. It assumes no prior CRM experience, and it treats incremental effect, not activity, as the measure of whether a programme works.