AI, Marketing & Analytics

With over two decades in the online gaming industry, I specialize in transforming the traditional decision-making process, into an AI data-driven approach. Leveraging business acumen with advanced analytics, machine learning algorithms, and the latest AI technologies.

Hi there!

My name is Víctor Calderón, a seasoned marketer with a passion (maybe obsession) for data science, analytics, and AI, and over 23 years of experience. My expertise includes online customer acquisition, new market penetration, client retention lifecycle, and overall customer lifetime value (CLV) optimization, all rooted in strategic data-driven performance marketing. I have a strong background in Mar-Tech/CRM stack implementation, marketing automation, and data management. I leverage machine learning and AI for real data-driven analytics while maintaining a customer-centric vision at the core.

There’s no “one-size-fits-all” approach to a marketing or business strategies; simply copying what other competitors or do won’t cut it… If you seek to stay ahead, your plan needs to align and resonate with your customers and the financials of your business to succeed!

Marketing should not only be effective but also an enjoyable cool experience for both businesses and customers alike, making it both an art and a science to get right.


Marketing – Sportsbook & Casinos:

For over two decades, I have dedicated my career to the iGaming sportsbook and online casino industries, navigating various markets and diverse regulatory environments. I have worked with companies of all sizes, from startups to established enterprises, each with unique objectives and challenges. My experience spans to all areas of the business and operators in different markets, allowing me to gain a deep understanding of local cultural nuances, customer behavior, compliance and legal requirements in each area.

My portfolio encompasses a wide range of products, including crafting omnichannel marketing plans that integrate several areas of the business: project management, product development, team development, integrations, bespoke in-house marketing tools, and generating comprehensive P&L and analytics reports to name some. Additionally, I’ve managed player risk analysis, player bonus allocation, fraud prevention, and regulatory compliance in highly regulated environments, such as the US market.

📌 1) Bookmaking knowledge: With a deep understanding of bookmaking and the profit generation process, including odds, margins, hold percentages, bonuses, and effective player risk management and R.G. strategies, I can help you create both short- and long-term effective Sportsbook & Casino marketing strategies and tactics. These will be tailored to your specific needs, goals, and regulatory and compliance requirements in various markets such as LATAM, the US, and Europe.

📌 2) Big Data & Analytics: Covering descriptive, predictive, and real-time data analysis using Python and R Studio, this skill set allows me to ensure precision and independence when monitoring performance and tracking progress of different efforts and approaches. Furthermore, with a focus on Key Performance Indicators (KPIs), it enables the team to dynamically adjust strategies to maximize ROI and engagement. Ultimately, my approach ensures that we have accurate, reliable, and actionable insights to guide the business strategy.

📌 3) Advanced Technological Expertise: I am familiar with the integration of different Front-end / HTML technologies (stack) and data layer tools, as well as optimization for proper SEO and analytics capabilities. Additionally, I utilize Deep Learning and Machine Learning algorithms to create and fine-tune cutting-edge customer journeys for unique AI Player Lifecycles, lead nurturing, risk management, seasonality, fraud detection, bonus abuse prevention and more.

The answer is no; all the knowledge, experience, and vision I’ve acquired over the years are applicable to any type of business, as long as it needs to communicate, attract, convert, and retain its customers! Marketing, AI, and Analytics and critical thinking are relevant to every industry there is, and even extends to our personal lives.

I’ve had clients in areas such as Technological data and hardware recycling, or local bike stores seeking to expand their social media footprint and traffic, etc. etc.

This website, however, focuses on my extensive experience in a niche market, where having intrinsic knowledge of how profit is generated responsibly over time is highly valued.


Areas of experience:

Sportsbook Marketing

Strategic Planning and Vision

  • Align marketing objectives and tactics with overall business goals.
  • Ability to develop and execute short and long-term marketing strategies.

Brand Management

  • Building and maintaining a strong brand identity.
  • Ensuring brand consistency across all channels.

Customer Acquisition and Retention

  • Acquisition journeys, lead nurturing, CPA and lifetime value (CLV).
  • Inbound Marketing: Attract / Convert / Close / Delight

Digital Marketing

  • Proficiency in digital channels such as: social media, email marketing, content marketing, and search engine optimization (SEO).
  • Knowledge of digital advertising platforms like Google Ads (where applicable).

Data Analytics and Performance Measurement

  • Ability to analyze marketing metrics and KPIs (transactional and engagement),
  • Using data to drive decision-making and optimize marketing campaigns using AI.

Market Research and Competitive Analysis

  • Conducting market research to identify trends and customer needs.
  • Product analysis and development to stay ahead in the market.

Customer Experience and Engagement

  • Assuring great customer service experience as cornerstone of marketing strategies.
  • Implementing customer feedback mechanisms and customer journey mapping.

Budgeting and Financial Management

  • Managing marketing budgets and ensuring cost-effective spending (ROI).
  • Working with finance teams to align marketing and business financial goals (P&L).

AI Technology and Marketing Automation

  • Leveraging marketing technology and automation tools such as CRMs.
  • Staying updated with the latest AI – Machine Learning technologies and trends.

Team Leadership and Management

  • Leading and inspiring agile marketing teams.
  • Fostering a collaborative and high-performance work environment.

Brands I’ve Worked With

I’ve worked with a number of successful brands in different markets USA / Europe / LATAM.

As a consultant, contractor, or permanent asset, I bring decades of experience in the iGaming sportsbook and online casino industries, offering deep expertise in crafting actionable marketing plans, product and team development, regulatory compliance, and data-driven analytics. My goal is to deliver tailored solutions that resonate with diverse audiences and drive value and growth for your organization.


Platform & Tools

These are some of the common tools we’ve managed in the past.

And many more others including custom developments and in-house tools.

Let us together build a flourishing business

AI Powered Innovative Ideas

Machine learning and AI are revolutionizing marketing, product development, and customer experiences. By leveraging these technologies, businesses can gain deep insights into customer behavior, preferences, and trends, enabling them to create highly personalized marketing campaigns and products tailored to individual needs. AI-powered algorithms can analyze vast amounts of data in real-time, allowing for dynamic adjustments to marketing strategies and product offerings. Moreover, AI-driven chatbots and virtual assistants are transforming customer service by providing instant, personalized support around the clock. As a result, businesses can enhance customer journeys, improve brand loyalty, and drive sustainable growth in today’s rapidly evolving digital landscape including the online sportsbook marketing landscape.

Have a project in mind?

I can help you bring your ideas to life. Let’s talk, no strings attached, about what we can accomplish together.

Online Sportsbook Marketing

Individual commitment to a group effort—that is what makes a team work, a company work, a society work, a civilization work.”. -Vince Lombardi.

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