Campaigns in OptiKPI are targeted, duration-focused communications, promotions, and offers designed to engage customers and drive revenue. This chapter will guide you through creating and managing effective campaigns using OptiKPI’s powerful tools—whether your goal is to enhance customer engagement or increase financial returns.

Campaign Overview: Calendar View & List View

OptiKPI provides two ways to manage and view your campaigns:

• Calendar View: Offers a visual timeline of your campaigns across a day, week, or month, providing a better overview of scheduled and ongoing campaigns at a glance.

• List View: Organizes campaigns into four tabs for easy tracking:
  • All Campaigns – Displays all campaigns in one place.
  • Active Campaigns – Shows campaigns currently running.
  • Completed Campaigns – Lists finished campaigns with performance data.
  • Drafts – Saves campaigns still in progress or awaiting publication.

Choose the Calendar View for a broader time-based perspective or List View for a more detailed breakdown of campaign statuses.

Defining Campaigns

A campaign is a strategic effort to communicate with customers over a set period using:

• Emails
• SMS messages
• Push notifications
• Promotional offers

Each campaign is tailored to promote products, services, or special events, depending on your business goals.

Customized Target Audience

You can define your target audience directly within the campaign setup or select from existing audience groups. OptiKPI allows you to segment customers using a variety of data-driven criteria, ensuring your campaigns reach the most relevant audience.

Key segmentation options include:

• Customer Properties – Static attributes such as demographics, account status, VIP level, and more.
• Events – Real-time and historical customer behaviors (e.g., recent logins, deposits, purchases, or interactions on your website or webstore).
• Customer Metrics – Aggregated financial metrics, such as total deposit amount, average purchase per order, total bet amount, and other key performance indicators.
• Affinity – Customer preferences and behavioral tendencies, such as:
  • Preferred payment method (e.g., if a customer usually deposits via credit card).
  • Game preferences (e.g., if a customer predominantly plays specific slot games or bets on certain sports).

By leveraging these advanced segmentation tools, you can create highly targeted campaigns that match customer behaviors, financial activity, and preferences, maximizing engagement and conversion rates.

To learn more about audience segmentation and the Audience Builder, check out 3.3 Core Concepts of Audience Builder.

AB Testing and Control Groups

OptiKPI makes A/B testing simple and effective, allowing you to compare different campaign variations to identify the best-performing approach. You can choose from:

• Static Percentage Splits – Manually assign a fixed percentage of customers to each test group.
• Dynamic Winner-Based Splits – Automatically allocate more traffic to the winning variant based on real-time performance.

For revenue-driven campaigns, we recommend using control groups (a segment that does not receive the campaign) to accurately measure the incremental value generated by your campaign. This provides a clear benchmark for assessing its true impact.

Flexible Scheduling

OptiKPI allows you to schedule campaigns based on your marketing strategy:

• Fixed Time Scheduling – Set a specific date and time for your campaign to run.
• Event-Based Triggers – Automatically launch campaigns in response to customer actions (e.g., a deposit, login, or purchase) during the campaign period.

This flexibility ensures your campaigns are timely, relevant, and aligned with each customer’s real-time interactions.

Campaign Analytics

OptiKPI provides a comprehensive view of campaign performance through key metrics, helping you measure success and optimize future campaigns.

Key Performance Indicators (KPIs):

• Delivery Rate – Tracks the percentage of successfully delivered messages.
• Open Rate (Email only) – Measures how many recipients opened your email.
• Click Rate (CTR) – Tracks how many recipients clicked on links within your message.
• Conversion Rate – Monitors customer actions taken after interacting with your campaign.

For revenue-driven campaigns, OptiKPI also tracks incremental financial value, allowing you to measure the direct impact of your marketing efforts.

Additionally, OptiKPI provides:

• Detailed A/B Testing Reports – Compare variations and determine the most effective version.
• Comprehensive Delivery Analytics – Identify any delivery errors and troubleshoot potential issues.

By leveraging these analytics, you can continuously refine, optimize, and maximize the effectiveness of your campaigns—whether focused on customer engagement or financial growth.