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The faces behind our success – Meet Pedro Duran

Pedro Duran, Pluto Analytics manager and seasoned Business Intelligence (BI) expert has dedicated over two decades to data integration across various sectors. With a master’s in computer engineering, a postgraduate degree in Information Management and Business Intelligence in Healthcare, and certifications as a Scrum Master and AWS Architect Associate, Pedro’s journey to becoming a senior consultant highlights his commitment to continuous learning and professional growth.

In this interview, Pedro shares insights from his extensive experience, discussing essential qualities for BI consultants, common implementation challenges, and strategies for advising clients on technologies. He also emphasizes the importance of adaptability, effective communication, and teamwork in consulting projects.

As Pedro reflects on the future, he underscores the importance of resilience, robust processes, and client engagement. Join us as we delve into Pedro Duran’s expertise and dedication, which drives success in the realm of Business Intelligence.

 

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

I hold a master’s degree in computer engineering and a postgraduate degree in Information Management and Business Intelligence in Healthcare. Additionally, I am a certified Scrum Master and AWS Architect Associate.

Over the past 20 years, I have worked across various business sectors, engaging with different clients. My experience is divided between team collaborations and working directly with clients. I have been involved in banking, telecommunications, healthcare, energy, and iGaming, focusing primarily on data integration.

My career began with shell scripting at a bank. Since then, I have gained experience in reporting, support, architecture, assessments, competence centers, governance, proofs of concept, and implementing open-source technologies for real-time events.

 

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

Resilience and patience are crucial. It’s important to recognize that all clients are different, each with their own pace and way of working. Clients are at varying stages of data maturity and are constantly evolving. A successful consultant must be adaptable and capable of overcoming both functional and technological challenges.

 

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

 

The first major challenge is the “data” itself. Is the data correct? Is it complete? Can it be accessed? Is it updated? Organizations often struggle with understanding what data they have, what data they can access, and how to work with it.

The second challenge is the fear among employees of losing their jobs to automated solutions. They need to see these solutions as tools that help them perform their jobs better, rather than as threats to their employment.

The third challenge is organizational structure. Determining who owns what data and who is responsible for specific processes can be problematic. Often, the lack of decision-making, accountability, and organization is the main issue.

 

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

The right technologies and tools are those that the client can understand, implement, support, and use. Striving for perfection carries a high risk in Business Intelligence. Instead, it’s better to take small steps, embrace quick failures, make agile adjustments, and maintain transparency. Always deliver usable solutions. The real challenge is ensuring that the client adopts and trusts the solution. Technologies are merely tools to achieve this goal.

 

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?

It’s hard, of course. We need to be in a constant learning process, keeping in mind that the tools we use today may be obsolete in five years or less.

It’s important to work on your mindset so that you don’t see this constant learning as a waste of time. Even if a specific tool is replaced, the hours invested in studying it are not wasted. You are not just learning a tool; you are enriching your overall knowledge and skill set.

 

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

Patience, transparency, and humility are key. It’s important to work together at the same pace towards a shared goal, involving all team members. By experiencing both failures and successes together, and continuously working to establish trust, effective communication and teamwork can be promoted among clients with diverse backgrounds and priorities.

 

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 is when the client feels comfortable enough to share internal, delicate future business plans with me, making me feel like a part of the team and solution, rather than a problem.

My strategy involves working with complete transparency. When I don’t know something, I admit it and then proactively want to learn and share that knowledge with the client. I identify risks, concerns, and my own insecurities, without pressuring the client to work with us constantly. We don’t know everything, but we can learn and ask for help, working as a team rather than as a “closed project provider.”

 

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?

The main challenge will be delivery.

While there are many excellent tools and companies delivering interesting solutions, the problems often lie in the small details. Issues like file formats, data exceptions, lack of willingness, or lack of knowledge to adapt existing processes can cause significant problems.

A BI consultant must manage the fact that any solution can fail. They need to be resilient, robust, and agile. Most of the time, it’s not about technology but about processes and people. A BI consultant needs to explain what is wrong and demonstrate how to correct it, engaging clients by leading through example.

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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

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  • 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.
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Real-Time Event Processing

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  • 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!