SBC News Voice of the Sports Betting Industry
GVC Holdings has confirmed that it will expand its existing relationship with customer conversion and campaign optimisation specialist LeanConvert.
The FTSE250 online gambling group has worked with LeanConvert teams for the past two years, with the optimisation outfit becoming a key stakeholder in the firm’s strategic alignment of its marketing divisions, post-GVC 2018 acquisition of Ladbrokes Coral.
LeanConvert will work with GVC’s central product team, supporting the disciplines of onsite optimisation, customer personalisation and further variance testing across all GVC core brands.
Furthermore, LeanConvert specialists will be deployed to work with Roar Digital, GVC fast growth US wagering joint-venture co-owned with MGM Resorts.
Backing LeanConvert’s proven capacity, Stefan Kalcher Head of Customer Experience for GVC Holdings said; “We’ve seen that LeanConvert’s approach to actionable testing is indisputable proof in creating a better customer experience and improved conversion across the board,”
“They have an extremely effective and contagious culture of experimentation that we’re now beginning to propagate and enable internally, with their guidance.”
Founded in 2016 by former Oracle EMEA and Maxymiser executive Tim Axon, LeanConvert utilises customer-centric modelling combined with value-led testing, to help large scale digital enterprises better understand their consumers.
In addition, LeanConvert further offers clients coaching to help extract deeper value from existing optimisation and UX software, helping customers maximise marketing resources and the development of synergies.
“In working together, we’ve developed the LeanConvert Framework, optimisation toolkit and workflow to deliver within GVC’s existing teams,” said Tim Axon, LeanConvert Founder and Managing Director.
“While our managed service delivers immediate results and ROI, the in-housing programme we’re building with GVC will support them in setting the stage for scalable growth at an unparalleled velocity.”
