Michael Watton
Head Of Analytics & Insights
Dubai // Auckland
Summary
A data-driven individual that is adept in analytical thinking, strategic planning, and leadership with over 5 years of management experience within the Casino and Entertainment industries.
Areas of expertise include but are not limited to:
Consumer Behavior, Loyalty, Digital Product, Revenue Optimisation, Predictive Modelling, Segmentation and Business Development.
Overview
5
5
years of professional experience
5
5
years of post-secondary education
Work History
Head of Analytics & Insights
Gaming Innovation Group (GiG)
Dubai (Fully Remote)
10.2021 - Current
- Client facing role reporting to the Chief Operating Officer.
- Collaborated with Data Science teams to develop existing predictive models, and segmentations.
- Contributed to development of new, and revamping of old BI tools, to increase value of data distributed across the business.
- Designed, prototyped and tested analytical models, and advanced segmentations.
- Developed and implemented performance improvement strategies and plans to promote continuous improvement.
Head of Analytics & Insights
Betsson Group
Malta
03.2021 - 10.2021
- Managed and mentored a cross-functional team of 6 analysts covering CRM & VIP, Casino, Sportsbook, Marketing and Data (BI) verticals.
- Championed and inspired stakeholders to be more data driven.
- Forecasted expected impact to revenue from proposed regulations within various markets.
- Provided bespoke pieces of strategic analysis to support overall business goals
- Supported the business with actionable insights into areas/issues identified by the team.
- Owned data strategy and development roadmaps for the organisation.
Senior Business Analyst
Betsson Group, Malta
09.2019 - 03.2021
Promoted from Business Analyst in December 2020
- Partnered with commercial directors to mitigate negative impacts to market performance as a result of new regulations.
- Assisted regional teams in predicting bonus risk components of campaigns through understanding of consumer behavior.
- Analysed the impact of changes to product, site/mobile experience and new product launches, concluding whether an acceptable ROI was delivered.
- Financial analysis, updating management teams on budget targets, reporting on which brands and metrics are over and under performing.
Gaming & Customer Insights Analyst
SKYCITY Entertainment Group
Auckland
09.2017 - 09.2019
- Partnered with product managers and marketing executives to identify and drive sustainable operational and strategic change.
- Performed in-depth analysis of data sets and identified gaps in business data.
- Proposed solutions to improve inefficient business processes.
Education
Bachelor of Business - Finance & Economics
Auckland University of Technology
Auckland, New Zealand 01.2015 - 12.2018
Diploma - Audio Engineering
SAE Institute
Auckland, New Zealand 01.2012 - 12.2012
Skills
- SQL
undefinedTimeline
Head of Analytics & Insights
Gaming Innovation Group (GiG)
10.2021 - Current
Head of Analytics & Insights
Betsson Group
03.2021 - 10.2021
Senior Business Analyst
Betsson Group, Malta
09.2019 - 03.2021
Gaming & Customer Insights Analyst
SKYCITY Entertainment Group
09.2017 - 09.2019
Bachelor of Business - Finance & Economics
Auckland University of Technology
01.2015 - 12.2018
Diploma - Audio Engineering
SAE Institute
01.2012 - 12.2012
Key Pieces of Work
Regulation Impact Analysis
• Key player in projection of revenue loss due to regulation changes within key markets. Worked alongside directors to pivot toward more sustainable marketing & CRM strategies within the respective commercial regions.
New Game Performance Benchmarking
• Developed performance benchmarks for game releases, creating targets for casino managers, and improving the performance of new games across the group.
Consumer Behavior Analysis
• Prevented 6 figure revenue loss by identifying risky gaming behavior and creating campaign exclusion criteria for bonus abusers within the UK market.
Bonus Propensity Framework
• Initial stages of project to index players based on their bonus elasticity, showing the players who change their depositing and playing behavior the most when offered rewards of different sizes.
Key Pieces of Work
Business Development
- Key player in projection of revenue loss due to regulation changes within key markets. Worked alongside directors to pivot toward more sustainable marketing & CRM strategies within the respective commercial regions.
- Identified trends with key markets, providing actionable insight to aid strategic growth.
Consumer Behavior Analysis
- Modeled activity to find key drivers behind significant performance improvements at a customer level. This aided the optimisation of our customer compensation & campaign strategy, improving the overall efficiency of our CRM operation.
Predictive Modelling
- Developed & implemented Churn Risk and CLTV models to identify customers at key stages of the customer lifecycle.
- Improved the value of over reactivated customers through refined targeting.
- Increased the monthly retention rate of our customers through early intervention for those that identified as high risk of Churn.
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