At the starting point:
- Reactivation rate remained at ~0.8-1.3%
- Bonus campaigns were executed without segmentation or ROI control
- No unified definition of reactivation (deposit vs activity)
- No visibility into post-reactivation retention (D30)
Centralized player data into a unified database (CDP), consolidating deposits, sessions, and behavioral events. Standardized event schema (deposit, inactivity, activity decline) and built a single customer view as a source of truth for all lifecycle decisions.
Designed value-based segmentation (VIP / High / Mid / Low) combined with behavioral scoring (RFM, churn signals). Defined reactivation criteria and implemented trigger-based logic to identify and prioritize high-probability return segments.
Implemented Customer.io as execution layer with multi-channel flows (Email, Push, SMS, In-App). Built timed reactivation scenarios (0h / 12h / 24–48h) and integrated bonus allocation logic aligned with CPR vs LTV2 economics to control incentive spend and maximize ROI.
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