MyTeam11 Improves Engagement & Marketing ROI with Umbrella Analytics Solution
Known as one of the market leaders in online fantasy sports, MyTeam11 is the most trusted fantasy sports brand in India. Launched in 2016, MyTeam11 currently has a user subscription base of 18 million+ engaging in 10 major sports events, mainly Cricket, in dual languages, that include quiz contests and exciting winnings.
MyTeam11’s online gaming platform allows users to create their own teams for a match using their skill and knowledge of the game. Users pay a contest fee to compete against other users and win prize money. MyTeam11 offers daily fantasy contests across sports like Cricket, Football, Basketball, Kabaddi, American Football, Handball, Rugby, etc. and features all the major sporting events across the world including the IPL. MyTeam11 offers easy options to download their mobile app, select a match, create a team, and join a league.
MYTEAM11
www.myteam11.com
01. Why MyTeam11 Needed Data Engineering
The online gaming platform with its large user subscription base collects a huge volume of complex data from different sources, including but not limited to operations, customer events, marketing and their chatbot. Although there is a huge volume of useful data available they were finding it difficult to aggregate, transform and draw meaningful KPI for improved decision making to achieve business outcomes like
- planning campaigns to target potential customer
- increasing overall customer engagement in real time
- Preventing user agreement violations
With their existing setup, generating real time insights accurately was a challenge due to the following reasons:
- Customer events and activities were being captured by their marketing platform
- Other user data like the game summary, time spent on gaming were stored in the Database
- To run marketing campaigns, MyTeam11 had to analyse reports for both sets of data separately
- In the existing setup, there was no option to correlate the data and come up with faster analysis or plan campaigns more accurately
- They needed better visibility of user login data to prevent user agreement violation
02. Umbrella Architects Business Intelligence for MyTeam11
To help address MyTeam11’s need for data analytics, Umbrella proposed the following solution:
Data Lake
As data silos was the main concern, Umbrella began with the Data Lake to accumulate data from disparate servers such as their marketing platform and operational data. Data is first ingested into the AWS S3 data lake. The Data Lake clears redundancy, handles raw data across multiple formats and creates a single source of truth. The data is secured using multiple layers of security in the Data Lake. This will also result in cut down on time taken for analysis.
Data Warehouse
The data is de-duplicated, cleaned and stored for ready access using AWS Glue. The aggregated data is uploaded to the Data Warehouse using RedShift for user friendly analytics. MyTeam11 now has a completely automated data setup from ingestion to visualisation using Power BI.
03. Data Lake Architecture for MyTeam11
04. MyTeam11 Accelerates Decision Making & Operational Efficiency
Now that Umbrella’s Data Lake combines data from customer events and activities and the user data that comes into the server. visual analysis of the correlated data (KPI) on Power BI brings several capabilities that MyTeam11 can leverage to improve their customer experience. These include:
- Accurate business decisions based on correlated data
- Comprehensive view of user behaviour to plan more accurate and targeted campaigns
- Effective planning of discounts and offers based on user history, usage and other factors
- Visibility into user login data to detect user violations and adherence
05. Umbrella and MyTeam11 Partnership
MyTeam11 has now embarked on the journey of advanced real time analytics with Umbrella on use cases such as proactive fraud detection, real time marketing campaigns, enhancing the customer experience, resulting in overall improvement in marketing ROI.
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