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|Session Name:||Creating Successful Game Marketing Campaigns from Your Analytics|
|Company Name(s):||Jagex Games Studio|
|Track / Format:||Business, Marketing & Management|
|Overview:||In this lecture Neil McClarty, marketing director at Jagex Games Studio, discusses how to practically take the next step of using your data and analysis to work for you through targeted and coordinated CRM campaigns. Neil discusses the challenges faced managing the countless number of communication channels for RuneScape, one of world's largest free-to-play MMOs, and how the team tackled the problem through the development of a bespoke eCRM platform. Covering the good, the bad and the ugly, learn the key questions when planning out your campaigns and the harsh lessons learned firsthand, whether it is dealing with your high-spending whales or your first-time payers.|