AI, Marketing & Analytics
With over two decades in the online gaming industry, I specialize in transforming the strategic decision-making process, into a data-driven approach. My expertise spans customer acquisition, retention, loyalty programs, and customer lifetime value optimization, leveraging advanced analytics, machine learning, cutting-edge AI technologies, automation and neuromarketing.
Hi there!
Hi, my name is Víctor Calderón, a seasoned marketing leader with over 23 years of experience. My expertise includes online customer acquisition (CAC), market penetration strategies, client retention, and customer lifetime value (CLV) optimization, all based on strategic data-driven performance marketing. I have a strong background in CRM/MarTech stack implementation, marketing automation, data management, and data-driven analytics via machine learning & Ai, with a customer-centric vision at the core. There’s no “one-size-fits-all” approach to marketing strategies, making it both an art and a science to get right.
My leadership approach emphasizes cross-team development and collaboration using Agile methodologies.
Sportsbook & Casino Marketing:
For over two decades, I’ve dedicated my career to the iGaming sportsbook and online casino industries, navigating a variety of markets and diverse regulatory environments. I’ve worked with companies of all sizes, from startups to established enterprises, each with unique objectives and challenges. My experience spans different regions, allowing me to gain a deep understanding of the local cultural nuances, customer behavior, and compliance and legal requirements in each area.
This includes crafting customer acquisition and retention plans that align with varying legal frameworks, managing risk in highly regulated environments, and developing tailored marketing campaigns that resonate with distinct audiences moreover my journey has taught me that flexibility and adaptability are key, as different jurisdictions may require unique approaches to ensure compliance while achieving business goals.
What sets me apart from others in the Sportsbook & Casino Marketing field? 🤔
📌 1) Bookmaking knowledge: I possess 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 so I can help you create short- and long-term Sportsbook & Casino marketing strategies and tactics 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, with a focus on Key Performance Indicators (KPIs) enabling the team dynamically adjust strategies to maximize ROI. Overall, my approach ensures that we have accurate, reliable, and actionable insights to guide your business strategy.
📌 3) Advanced Technological Expertise: Familiar with the integration of different Front-end / HTML technologies and data layer tools, as well as Deep Learning and Machine Learning algorithms and fine tunning for cutting edge AI-driven customer journeys for player lifecycle, nurturing, risk management, seasonality and more.
➡️ Am I exclusively dedicated to sportsbooks and casinos?
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 are relevant to every industry there is, and even extends to our personal lives.
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. This is particularly important given the extensive regulations, compliance requirements, and different sets of laws in each country or state designed to protect users from gambling-related harm.
Areas of experience:
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 successful brands in different markets USA / Europe / LATAM.
Great many things were accomplished with each of these brands and organizations during our projects!
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, which we’ve also help create.
Let us together build a flourishing business
Why me?
I’m flexible and can adapt to almost any scenario! You get the expertise and knowledge to offer impartial advice and Sportsbook Marketing services at an honest price!
I always listen to my client’s needs but relate that to what their final users are experiencing . By taking a sincere interest in it and genuinely want to help your company reach its potential from a customer centric approach.
I’m willing to explore arrangements where we cover basic expenses and share in direct affiliate revenue, as well as in a cost-per-acquisition (CPA) scenario. This approach aligns with our larger, long-term objectives and ensures ongoing growth and success over the years.
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.
“Individual commitment to a group effort—that is what makes a team work, a company work, a society work, a civilization work.”. -Vince Lombardi.
