BETKING
Thomas ’ s vision for data management at BetKing is to create a “ common foundation for helping people to access and share data and insights .” This requires a flexible approach that many older and / or larger companies in the gaming industry could not achieve easily because of their legacy technology , processes and organisational structures . BetKing , an agile , digital native organisation , is unencumbered by similar restrictions . “ Larger organisations can struggle with fragmentation in their data , with siloed teams often competing for who can provide the definitive view of business performance ,” he says . “ Instead of that , they need to build a common data foundation that democratises access to data while providing a level playing field for insights .” BetKing has taken stock of gaming ’ s transformation over the last two decades and opted not to follow the “ preconceived notions ” of how it operates . This impulse to break new ground is indicated by the company ’ s decision to target Africa , a historically under-served market . “ The African territories in which we operate have some very significant differences to the UK and Europe in terms of player behaviour . There aren ' t many established businesses that understand that .” “ BetKing is a very rapidly growing company with a real thirst for data ”
IAN THOMAS VP OF DATA AND ANALYTICS , BETKING
EXECUTIVE BIO
IAN THOMAS
TITLE : VP OF DATA AND ANALYTICS INDUSTRY : BETTING & GAMING LOCATION : AFRICA
I help companies turn data into action and results , from day-to-day marketing decisions all the way up to senior leadership . I ' ve enabled teams across Microsoft and Publicis Groupe to unlock product and marketing innovation through data , working with some of the largest , most complex datasets in the world .
My experience encompasses all parts of the data value chain : Data collection , data management and governance ( including GDPR compliance ), analytics and reporting , data visualisation , and automated decisioning and Machine Learning / AI .
The effective multidisciplinary data teams I ' ve built have drawn on the talents and energy of diverse individuals to deliver value with data , ensuring consistently high employee satisfaction and low turnover .
I ' m passionate about using data to drive impactful , customer-centric Digital Marketing , CRM and Advertising . I ' ve built a Machine Learning-based system for Microsoft to deliver the right message to the right customer at the right time , in the right channel .