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The faces behind our success – Meet André Cabral

In today’s data-centric world, André Cabral, a Senior Business Intelligence Consultant, has made his mark by helping organisations harness the power of data to make informed and strategic decisions. With over 15 years of experience in Business Intelligence across diverse sectors, André brings a unique blend of technical expertise, industry insight, and a collaborative approach that has consistently driven successful BI implementations. In this article, he shares his journey, the skills he considers essential for success, and the key strategies he employs to overcome the common challenges of BI consulting.

 

Can you share a bit about your background and journey to becoming a senior consultant in Business Intelligence?

I graduated with a degree in Computer Science and Management Engineering in 2009 and immediately embarked on a career in BI consulting. After working for various consultancy firms, I accepted the exciting challenge of joining Pluto Analytics from its very inception in 2018 as a Managing Partner.

Over the past 15 years, I’ve been involved in major projects across a wide range of business sectors, with a particular focus on telecommunications, energy, healthcare, and iGaming. My work has mainly centred on data integration and supporting reporting processes.

 

In your opinion, what are the essential skills and qualities that a successful Business Intelligence consultant should possess?

Key skills and qualities are, first and foremost, effective communication, actively listening to clients and understanding their needs. For a consultant, this is essential. Having “out-of-the-box” thinking is also critical, as it allows one to anticipate and resolve potential challenges before they arise.

Additionally, a successful consultant should be patient, resilient, and possess strong critical thinking, as well as a readiness to explore new areas. Sharing knowledge, maintaining a willingness to learn from others and staying up to date with the latest industry innovations are also crucial attributes.

 

In your experience, what are some of the common challenges organizations face when implementing Business Intelligence solutions, and how do you recommend overcoming them?

From a BI perspective, the main challenges organizations face relate to data collection and identification, along with post-implementation difficulties in making the most of the created functionalities.

Data challenges involve how data is distributed, the various existing sources, and a general lack of familiarity with these. These factors can make data integration more time-consuming. To address this, a solid and robust strategy is needed, with open communication and early involvement of all stakeholders, supported by an experienced implementation team.

User acceptance and effective system usage are also crucial points. However, resistance to change, combined with the adoption of new tools, can sometimes prevent optimal system implementation. Thus, effective follow-up after the implementation, with on-site demonstrations and daily feedback, is essential to showcase the benefits of proper data handling.

How do you approach the process of advising clients on selecting the right technologies and tools to suit their specific needs and objectives?

In my view, advising on technology selection is essential for identifying the most suitable tools that can address the proposed challenges while aligning with the company’s strategy and day-to-day needs.

The preconceived notion that one tool fits all implementations is limiting and can lead to medium- and long-term issues. Therefore, the advisory process is crucial for analysing the challenge at hand, enabling a consensus on a tool that makes sense within the business context and intended solution.

As the field of Big Data and Business Intelligence continues to evolve rapidly, how do you stay updated with the latest technologies, methodologies, and best practices?

Staying up to date is part of this type of work, and adapting to new developments is a constant requirement. However, it’s no easy task. As I mentioned earlier, patience, resilience, critical thinking, and a willingness to explore new ground are key. With these qualities, a good consultant can adapt to any tool or methodology and continue evolving in knowledge and technology.

Collaboration is often crucial in consulting projects. How do you promote effective communication and teamwork among clients with diverse backgrounds and priorities?

Collaboration, communication, and active participation from all involved are fundamental pillars for the success of any project, even more so in consultancy. It’s crucial to engage everyone from the outset towards a common, efficient goal.

Teamwork, communication, and cooperation are essential in a project. Ensuring trust and a positive atmosphere among all stakeholders should always be a priority. Interactions and communication among all parties should be continuous to keep the process clear and align with expectations.

 

Can you discuss a successful outcome or achievement from one of your recent consulting projects and the strategies you used to achieve it?

A successful outcome occurs whenever we establish trust and rapport with clients, allowing us to work together towards the desired results and a shared goal. Building this level of trust takes time; joint efforts, sometimes even setbacks, are necessary from a growth perspective and in the pursuit of solution implementation.

 

8 Looking to the future, what do you believe will be the most significant challenges and opportunities for BI consultants, and how do you plan to address them in your role?

Currently, businesses of all sizes are increasingly keen on “knowing” their own complexities and data volumes. The ability to analyse correct information flexibly and quickly is becoming crucial across all business sectors.

To achieve this, it is essential to have multidisciplinary teams experienced in implementing solid, robust BI solutions that ensure data accuracy and uphold confidentiality, integrity, and availability. Additionally, demonstrating how Business Intelligence benefits employees and the company, and driving informed decision-making within organizations, will be vital.

Managing Partner

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Marketing and CRM

  • Marketing Automation
  •  Customer Acquisition and Retention
  • X-sell and up-sell, Propensity to Purchase
  • Segmentation
  • Advanced Campaign Criteria
  • Campaign Analysis
  • Control groups, AB testing and Uplift calculation
  • Conversion Group Analysis
  • Real time Event Processing

Maximize Your CRM and Marketing Impact with Advanced iGaming Analytics

In the competitive world of iGaming, effective Customer Relationship Management (CRM) and marketing strategies are key to driving growth and player loyalty. Our specialized analytics services empower you to optimize every aspect of your CRM and marketing efforts, from automation to real-time event processing. By leveraging data-driven insights, you can enhance customer acquisition, boost retention, and increase revenue through targeted and personalized campaigns.

 

Marketing Automation

  • Personalized Campaigns at Scale: Automate your marketing efforts with AI-driven tools that create personalized experiences for each player, ensuring that the right message reaches the right audience at the right time.
  • Multi-Channel Integration: Seamlessly integrate your marketing campaigns across multiple channels, including email, SMS, social media, and in-app notifications, to maintain consistent and impactful communication.
  • Behavioral Triggers: Set up automated responses based on player behavior, such as game activity or purchase history, to deliver timely and relevant offers that increase engagement and conversion rates.

 

Customer Acquisition and Retention

  • Acquisition Analytics: Use advanced data analysis to identify the most effective acquisition channels, optimize your marketing spend, and attract high-value players to your platform.
  • Retention Strategies: Analyze player behavior and preferences to develop targeted retention strategies that reduce churn and increase player lifetime value.
  • Loyalty Programs: Design and optimize loyalty programs based on player data, ensuring that rewards are both appealing and cost-effective.

 

X-sell and Up-sell, Propensity to Purchase

  • Cross-Sell Opportunities: Leverage analytics to identify opportunities for cross-selling complementary games or products to your players, increasing their overall spend and engagement.
  • Up-Sell Strategies: Predict which players are most likely to respond to up-sell offers, such as premium features or higher stakes games, and target them with personalized promotions.
  • Propensity Models: Utilize propensity to purchase models to predict future player actions, allowing you to craft offers that align with their likely behavior and maximize conversion rates.

 

Segmentation

  • Advanced Player Segmentation: Group players based on various criteria such as behavior, preferences, demographics, and spending patterns, enabling highly targeted marketing efforts that resonate with each segment.
  • Dynamic Segmentation: Continuously update and refine player segments using real-time data, ensuring that your marketing strategies remain relevant and effective as player behavior evolves.
  • Custom Segment Creation: Develop custom segments tailored to your specific business goals, whether you’re focusing on high-value players, new sign-ups, or dormant users.

 

Advanced Campaign Criteria

  • Multi-Dimensional Targeting: Design campaigns with advanced criteria that go beyond basic demographics, incorporating behavior, preferences, and real-time activity to create highly targeted and effective marketing initiatives.
  • Predictive Targeting: Use predictive analytics to identify the best times and channels to engage each player, maximizing the impact of your campaigns.
  • Personalization at Scale: Implement advanced criteria that allow for deep personalization, ensuring that each player receives a message that feels tailor-made for them.

 

Campaign Analysis

  • Comprehensive Performance Metrics: Track the performance of your campaigns across all channels with detailed analytics, including click-through rates, conversion rates, Uplift and ROI.
  • Optimization Insights: Benchmark campaign results and identify what works and what doesn’t, allowing you to make data-driven adjustments for future campaigns.
  • Cost-Effectiveness Analysis: Assess the cost-effectiveness of your campaigns, ensuring that your marketing spend is driving the highest possible returns.

 

Control Groups, AB Testing, and Uplift Calculation

  • AB Testing: Run controlled experiments to test different versions of your campaigns, such as varying subject lines, images, or calls to action, to determine which performs best.
  • Control Group Analysis: Use control groups to measure the true impact of your campaigns by comparing results against a baseline, providing clear insights into campaign effectiveness.
  • Uplift Calculation: Calculate the incremental impact (uplift) of your campaigns by analyzing the difference in behavior between your test groups and control groups, ensuring that you understand the true value of your marketing efforts.

 

Conversion Group Analysis

  • Understand Conversion Group: Track and analyze players that accepted your campaign and compare the conversion group to the target group to optimize your next campaign.
  • Segment-Specific Conversions: Analyze conversion rates within different player segments to understand which strategies work best for each group, allowing you to fine-tune your approach.
  • Attribution Modeling: Determine the impact of each marketing channel on conversions, helping you to allocate resources more effectively and optimize your overall strategy.

 

Real-Time Event Processing

  • Instant Response Capabilities: Use real-time analytics to respond instantly to player actions, such as placing a bet, winning a game, or making a purchase, with personalized offers or messages.
  • Live Campaign Adjustments: Adjust your campaigns on the fly based on real-time data, ensuring that your marketing efforts are always aligned with the latest player activity.
  • Event-Driven Engagement: Trigger automated campaigns based on live events, such as a player’s first deposit or a big win, to maximize engagement and retention.

 

  • Can you calculate the real Uplift or ROI from your campaigns?
  • Do you know the best channels for each type of campaign?
  • Can you Cross or Up-Sell efficiently?
  • Do you have all the variables you need to build your targets?
  • Are you capable of developing a campaign strategy?

 

If you got at least one No to these questions or if you want to go to the next level, talk to us!

Analytics & Data Science

We put Analytics to your service. The Insights you need, at the right moment, in the right place, to the right person.

Data is everywhere. Data is growing faster than ever, either structured or unstructured, so the ability of extracting insights from Data is the challenge that moves us.
We deliver the Insights you need.

What is Analytics?

Analytics by definition is the systematic computational analysis of data or statistics, or simply the science of logical analysis. But today we use a broader definition and we can say that Analytics involves analysing historical data from different sources to find trends, effects of past decisions or events, or measure performance, and then apply this knowledge to improve Business.

Analytics Maturity Model

For each step you go up in the Analytics Maturity Ladder, the bigger will be the Value you add to your business. The complexity also rises in each step, and it’s very difficult to jump steps, here is where Pluto Analytics’ wide experience deploying and improving Analytical Systems can help you.

  • Do you have all the information you need when making decisions?
  • Do you spend more time analysing information rather than collecting it?
  • Do you have the same business numbers of all the other members of your company?
  • Do you feel that you are one step ahead of your competitors?
  • Do you think that your company is efficient dealing with business information?

 

If you got at least one No to these questions or if you want to go to the next level, talk to us!