Data-Driven Marketing Strategies: Insights from CEO Leonid Pudov

1. How does your organization leverage data analytics to enhance marketing effectiveness and ROI?

At mr.Booster, data analytics is at the core of everything we do in marketing. From the early stages of any campaign, we focus on how we will measure success, which data sources will be available, and whether the expected results align with client expectations. Whether it’s performance marketing, brand awareness, or retargeting, we tailor our analytics and KPIs to match the specific goals of each campaign.

Modern tools enable us to track campaigns from the moment a user first views an ad, capturing data with precision. For example, in February, our team analyzed over 1.3 billion impressions, assessing user interaction at each second after they saw the ad. This level of detail helps us pinpoint where, when, and how users engage with the ad and what actions they take.

With these insights, we can immediately shut down non-performing traffic sources, optimizing ad spend and ensuring our clients receive value. After initial tests, we continuously refine our KPIs, always striving for better results. As we move forward, we focus on improving ROI beyond the initial engagement by guiding users through the entire funnel. For example, in iGaming, we focus on nurturing users from their first deposit through to multiple deposits, optimizing retention and engagement.

"Data opens doors where they are usually closed." – mr.Booster.

For instance, in the CIS market, we spent €62,000 to acquire users who hadn’t made their first deposit. The post-click cost for a deposit was less than €3, while the post-view cost was only €0.40.

2. What role does real-time data play in assessing and optimizing the performance of display advertisements?

Real-time data plays a critical role in the optimization of display advertisements. In media campaigns, where CAC (customer acquisition cost) can be high, relying on real-time data is a must. Without effective analysis, campaigns can result in a high cost per user, and users may churn shortly after being acquired, turning a campaign into a costly failure.

We divide our analysis into post-view and post-click types, each with its own set of KPIs. With post-view data, we look at attribution windows as small as one minute, enabling us to assess campaign performance even without a solid post-click baseline. By analyzing these early indicators, we can make quick adjustments to reduce CAC and boost LTV (lifetime value).

In addition to improving KPIs, real-time data helps us spot issues with traffic or product alignment early, allowing us to address problems before they become significant. It’s essential for continuously improving ROI and driving campaign effectiveness.

3. What challenges have you encountered in implementing data-driven approaches, and how have you addressed them?

One of the main challenges in implementing data-driven approaches is dealing with large volumes of data and ensuring seamless access to the right data from the product side. Early on, clients may hesitate to share sensitive user data, but as we demonstrate the power of data and show tangible results through real-world cases, this trust builds over time.

We’ve also found that it’s not enough to simply collect data; accessing and processing the right data is crucial. To address this, our team’s expertise comes into play. We work closely with clients and product teams to identify and gain access to the necessary data. In cases where data flow is incomplete or fragmented, we proactively develop custom solutions to bridge the gaps.

4. What metrics are most indicative of success when evaluating new digital marketing tools and platforms?

When evaluating new digital marketing tools, the metrics we focus on depend on the type of campaign and the product. For performance-based campaigns, we prioritize metrics such as:

●     Ads volume, CTR (Click-through rate), CR (Conversion rate), and Reach

●     First-Time Deposits (FTD) post-view/post-click CAC for 1-24 hours

●     Deposit post-view/post-click CAC for 1-24 hours

●     FTD/Deposit sum

●     LTV, NGR (Net Revenue)

●     Reactivation rate

If we’re working with an active user base, the metrics shift depending on the campaign type. For example, when our clients take part in a tournament, we analyze engagement and participation metrics. In general, our approach involves deeper, product-driven metrics that allow us to align performance with business goals.

5. What emerging technologies are you integrating into your digital marketing strategies to stay ahead of industry trends?

At mr.Booster, we use every available tool on the market to stay ahead. But, to be honest, our team’s talent is one of our greatest technological assets. If there’s something missing in our tech stack, we develop our own solutions.

One exciting technology we’re using is post-view analytics. We’re conducting tests across various social and native ad networks, where we place branded ads without direct product links, using promo codes instead. This method avoids moderation issues while still driving significant user acquisition. By analyzing such campaigns, we gain insights into how users engage with brands organically, often resulting in positive ROI. For example, in a test run in Kazakhstan, we spent just $400 and gained 39 FTDs (first-time deposits), generating over $1,200 in deposits at a CPA of $10 per FTD.

We also utilize AI to generate creative assets tailored to specific audience segments, ensuring better ad performance while reducing production costs.

Moreover, we're exploring the use of AR and VR for creating immersive ad experiences, particularly in industries like gaming where visual appeal and interactivity are key to engaging users.

By continuously adopting new technologies, we can offer our clients cutting-edge solutions that keep them ahead of industry trends and drive measurable results.

Leonid Pudov, CEO Speech at Sigma Dubai: https://www.youtube.com/watch?v=fJucQhU3VSI