Using Data to Power Smarter Marketing

The Business Intelligence team at BetMGM works closely with Marketing to ensure data isn’t just available, but meaningful, actionable, and used to guide decisions.

I’ve spent most of my career in marketing analytics, and have worked in gaming across the UK, Australia, and now the United States. I’ve seen how analytics has needed to evolve alongside the business. At BetMGM, especially over the last two and a half years, that evolution has been very clear, both in how the business operates and in how Marketing uses data to guide decisions.

The Business Intelligence team serves as a close partner to the Marketing team, helping answer critical questions about where to invest, which efforts are driving results, and how customers engage with the brand. From acquisition analytics and marketing effectiveness to CRM performance, loyalty, and omni-channel behavior, we provide the insights that help shape marketing strategy and improve outcomes.

One of the things I’m most proud of is how embedded we are with our stakeholders. We’re really seen as a trusted advisor and a partner, rather than just an order taker. That approach makes a huge difference. We meet weekly with Marketing teams to share insights, provide recommendations, review test results, and talk through changes we believe will move the needle.

A large part of our work is helping Marketing understand the value of their media. On the acquisition side, we rely on what I often call the trifecta of marketing measurements: market mix modeling, last‑touch attribution, and incrementality testing. Each plays a distinct role, and we intentionally use all three together rather than relying on a single lens.

What’s most important is how these three approaches work together. Each methodology answers a different question, and none of them is perfect on its own. It’s all about looking at all of the information and all of the data that we have at our disposal, and paying close attention to where results align, where they differ, and why that might be. Often, understanding those differences is just as valuable as the results themselves, because it leads to better conversations, smarter tests, and ultimately better decisions.

Over the last year, we’ve been very intentional about shifting away from ad hoc reporting. We’re building self-serve dashboards and automated reports through tools like Power BI, Streamlit, and Omni Analytics so stakeholders can access data and insights more quickly. We’ve also expanded our use of AI, developing chatbots that allow marketing teams to ask questions and interact directly with their data, while leveraging automation to streamline repetitive tasks. This frees our analysts to spend less time pulling numbers and more time delivering deeper insights, strategic recommendations, and value-added analysis that helps drive the business forward.

At the end of the day, analytics and data only matter if they are used. BI’s impact comes from great work that translates into action. At BetMGM, we’re fortunate to work in a truly data‑led culture where insights are valued and acted on. That’s what allows Marketing and BI to move forward together.

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