SEGA Games Co., Ltd. is one of the biggest influencers in the multibillion-dollar global video games industry. To stay at the top of its own game, SEGA relies heavily on data to drive operations forward and improve the customer gaming experience.
SEGA Europe’s IT Data Team is responsible for developing solutions that democratise data to regional groups and video games development units, empowering analysts to transform SEGA into a data-driven enterprise.
Until recently, promotional mailshots were sent to email lists that had been collected over time. Customers often received irrelevant content, so unsubscribe rates were high and hit rates low. To address this, the team wanted to manage multiple datasets including gameplay data, customer histories, marketing and finance insights to improve analysis and reporting. The team implemented Amazon Web Services (AWS) to extract live data from game titles as they’re being played. To take this a step further, they wanted to link to other sales and gameplay data that was spread across numerous sources.
“This link would bring all the pieces of a customer’s lifecycle together, allowing us to create personalised promotions based on play habits and sales history,” explains Felix Baker, Data Architect and Head of IT Data Team, SEGA Europe. “With Alteryx, the IT Data Team is liberated to focus on gaining more customer insight”