A well-designed marketing technology (martech) stack is crucial for delivering seamless customer experiences. The ability to process data quickly and at scale can determine a company’s competitive edge. FanDuel’s focus on speed and scalability has created a martech stack that meets current demands and is prepared for future growth. Their journey offers valuable insights for businesses on building and evolving a martech stack that drives customer engagement and business growth.
Key Takeaways and Future Goals:
Invest in best-in-class technology and continuously upgrade the martech stack.
Utilize automations to create time for employees and enhance customer experiences.
Maintain regulatory compliance and effective data management.
Innovate through testing and learning frameworks to adapt and improve marketing strategies.
The Big Picture
At Optimove Connect 2024, conference, Stan Bashmashnikov, Senior Director, Marketing Technology & Operations, at FanDuel (the premiere US sports betting site), presented on the critical role of speed and scale in marketing technology.
Stan explained that martech is not merely a collection of integrated technologies; it is an architectural framework that processes complex data to enhance customer interactions. This involves capturing front-end events, such as user interactions, and back-end events, like specific betting details, and channeling this data into a customer data platform (CDP), CRM, AI, and machine learning systems to create personalized experiences.
The Cornerstones of Success: Speed and Scale
He underscored that speed and scale are the cornerstones of success in martech. In the sports betting industry, real-time data processing is crucial, as every moment counts. This includes timely promotions and instant transactions. Meanwhile, preparing for future growth and increased demand is essential, ensuring that FanDuel is ready to handle larger volumes of bets and expand into more states
FanDuel’s Martech Journey History
FanDuel’s martech journey began in 2018, when the concept of a dedicated martech team was embryonic. Initially, product teams managed tools separately, leading to limited integration. By 2020, the martech team was formalized, launching initial automations, and expanding CRM capabilities. In 2022, the integration of martech with operations streamlined processes and enhanced both speed and scale. Specialized squads were created to tackle specific challenges, such as increasing customer engagement and optimizing the betting experience.
Team Structure and Strategy
FanDuel formed dedicated teams for data analytics, platform technology, and demand management to manage and optimize customer interactions. Additionally, “squads” (like SWAT teams) were formed to address specific issues, combining expertise from various departments like marketing, SEO, digital, and social.
Future Expansion and Innovation
Looking ahead, FanDuel plans to continue expanding into new states and enhancing its technology stack. Investment in automations is key to improving both internal efficiencies and customer experiences. Emphasis on data governance ensures compliance with regulatory requirements and data accuracy.
Stan highlighted the potential of generative AI to streamline campaign creation and data integration tasks, making processes more efficient and automated. The focus is on moving from simple data queries to complex task automation, further enhancing martech capabilities.
Future Goals
To maintain their competitive edge, FanDuel will continue to invest in best-in-class technology and continuously upgrade their martech stack. Automations will be utilized to create time for employees and enhance customer experiences. Ensuring regulatory compliance and effective data management remains a priority. Furthermore, FanDuel will innovate through testing and learning frameworks to adapt and improve marketing strategies.
In Summary
The journey of martech at FanDuel highlights the significance of speed and scale in delivering exceptional customer experiences and preparing for future growth.
For more insights on creating a martech stack enabling speed and scalability and to learn about the role of Optimove’s best-in-class Customer-Led Marketing platform, request demo.
Jeff Laniado has led iGaming sales for Optimove in the US and Canada for over four years, working with top operators in sports betting, iCasino, DFS, sweepstakes, and lottery. He is responsible for managing many of the US-focused iLottery partnerships. Jeff has more than a decade of experience in sports, gaming, and promotional marketing strategy and sales.
