Entain (MarTech)

High Level Overview

I work on the development, deployment and maintenance of internal marketing tools, and assist marketing departments with ongoing campaigns.

Attribution

I worked closely with marketing teams in ensuring the correct mobile attribution was in place for user acquisition and marketing campaigns, and sought to resolve challenges relating to tracking.

MArketing Tools

Development and maintenance of internal marketing tools is key to the role, this includes scoping and building location based notifications, in-app messaging, and push notification tools.

Firebase Integartion

We sought to use Firebase for in-app analytics, with a view to leveraging the service for A/B testing, crashlytics with a longer term vision of using remote config to create a more dynamic experience.

Training

As part of the MarTech Team I also took responsibility for training marketing teams and new users how to use Entain tools, new features and third party tools such as AppsFlyer.

AppsFlyer Integration

We support various teams in integrating and maintaining AppsFlyer SDKs across all apps

Campaign Support

I support Marketing in teams in preparing campaigns and reviewing performance. 

Push Notification Tools

I assist with the development of, and training for, internal push notification tools.

Firebase Integration

I’m working with tech teams in transitioning to FIrebase, and scoping the service’s potential.

Attribution

Ensure attribution is functioning correctly and seek to troubleshoot any issues.

Marketing Training

ReIble for training the business on how to optimise attribution practices.

Some more information…

MarTech within Entain is responsible for the development and maintenance of all the internal marketing tools, and ensuring they are used optimally.

Background MarTech Tools My Scope

What do MarTech at Entain do and where do I fit in?

Within the MarTech department, we aim to ensure the business is equipped with everything it needs in order to to communicate as efficiently and personally to the target market, and also directly to the user, whether this is via laser-focused marketing campaigns with clear attribution funnels in place and baked in analytic, or real-time and dynamic push notification tools which allow marketing teams to deliver content directly to the user based on their gaming experience.

Having worked with the MarTech department during my time with Entain from 2021 to mid-2021, I was excited to rejoin the business and join such a driven and ambitious team, and focus on app marketing, which I considered to be an area I wanted to expand my knowledge in. SInce joining the team I have added a number of strings to my bow, valuable to any app Product Manager, including but not limited to attribution, development of messaging tools, CRM and campaign analytics and optimisation and how to optimise tools such as AppsFlyer and services such as Firebase.

What tools does the team focus on building and how?

The team’s main focus is ensuring all required marketing tools are available, and performing optimally, as well as sourcing new tools, and/or adapting existing ones, in order to accommodate new business requirements and objectives.

This includes but is not limited to working with stakeholders and marketing teams in ensuring business needs are identified, prioritised and developed, managing third party SKDs and ensuring all updates are tested and communicated to relevant stakeholders and departments, and overseeing the development process for tools including internal email and push notification tools and in-app messaging platforms.

What were my main areas of focus?

Strategic

  • Defining & supporting the creation of useful, viable, and sustainable MarTech features that meet the needs of the business in optimising CRM practices.
  • Understanding the business’s long term goals and seeking to present solutions which deliver on our objectives without disrupting key methods and tools.


Product

  • Working with Marketing Teams and introducing requirements to the roadmap.
  • Managing strategic third-party relationships with suppliers.
  • Taking ownership of the integration and maintenance of AppsFlyer SDKs and ensuring all updates are tracked across the business’s 100+ apps.
  • Training internal teams and users in how to integrate mobile attribution into their marketing and CRM campaigns, from building links to analysing results.
  • Assisting marketing teams in troubleshooting inconsistencies in data and identifying the cause of the problem (link integration, traffic source, outdated SDK, etc…)
  • Working closely with Development Teams to understand challenges on the go, and seeking to resolve these as quickly and efficiently as possible.


Testing

  • Carrying out extensive AppsFlyer OneLink testing for new and existing apps in all markets.
  • Regular testing of dynamic and non-dynamic push messages


Academic

  • Keeping up to date on Firebase updates and functionality, by reading books and listening to podcasts.