December, 202119 CIO NSIGHTSINVESTING IN DATA AND AI TO DRIVE OUR SUCCESSWhile it almost goes without saying that technology underpins everything we do at Tabcorp, investing in technology also results in projects and roles that are more fulfilling for our teams, deliver for our customers, and help us to get a competitive advantage.Wagering is a popular pastime in Australia and companies in the sector must continually innovate and evolve to attract and retain customers.Two recent initiatives in this area--introducing personalization in marketing and developing AI technology to expand our product offering--highlight the importance of investing in technology to drive commercial and strategic success and deliver for customers.Looking at the personalization example first, our TAB wagering business (like many companies) had a large number of systems that were not all joined up. We didn't have a real-time view of customer behavior and weren't able to send timely, tailored offers based on what an individual customer was doing and their preferences.To illustrate the kind of offers I am talking about, let's say you regularly bet on Sydney races on a Saturday, then we might want to send you a personalized offer before you've placed your first bet for the weekend.Similarly, we may want to send you an offer after you've walked into a TAB agency or racecourse.We can now do that, but to get to that point required significant work and investment in the technology that underpins our Sales and Marketing systems (Salesforce and Adobe). And for us, as the only large-scale operator in Australia with retail and digital channels, the challenge to execute this in a way that aligned with our omnichannel approach was significant. Initially, we reconfigured our data pipes to ensure we could get a real-time view of customer behavior across all channels.Then we took the decision to go all-in with the Adobe Experience Platform as the system to drive our personalized and data-driven marketing efforts. The implementation of this was a large and significant effort across business and technology teams. The commercial results have been great - we've generated more than $140m in incremental turnover as a result of this initiative. It has also led to new ways of working under an agile system that has given employees across Technology and our Wagering & Media business the ability to cycle through cross functional agile squads formed to deliver particular initiatives.The success of this initiative saw the team driving this from the Wagering & Media Marketing, Customer and Product function win Adobe's Experience Maker of the Year award in the Asia-Pacific region.The other initiative we've been speaking about recently that's been driven Françoise RussoBY FRANÇOISE RUSSO, CHIEF INFORMATION OFFICER, TABCORP
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