πŸ§‘β€πŸ€β€πŸ§‘ What is it?

The Singularity Model is a new engine inside FT CRM that we have developed specifically for you to build 1:1 experiences with your players.
The model uses real-time observations of player actions, together with machine learning and computations/calculations, to establish a comprehensive player profile.
The model will use a library of pre-built content to match with the right player. The library of content is created, classified and then ready to be used at any time.
The right piece of content is matched to each player using a powerful scoring system. This also has the capabilities to tell the model when to engage, using which channel and how this should be communicated.
The model is fully configurable and can be set up and customised to suit the needs of your brand. FT CRM comes with a pre-built FT Singularity Model which is set up according to our best practices and is available for you to use out of the box. This can be used as a great starting point to help you get set up and understand what is important to your business needs. Feel free to use it straight out of the box, or tweak it to your liking.

🧬 How does it work?

The Singularity Model uses pieces of information that we know about a player and matches the best content to their profile.
Example:
We have a content library of 1000 action groups & we have a player base of 100,000 players.
  • The content in the content library is given a number of classifications to help the model determine its suitability for certain player features.
    • For example - If an action group contains an email, a Norwegian translation and it is written with a playful tone, it can be classified as 'Email', 'Norwegian' and 'Playful'. This will determine which player features it can be matched with or suitable for.
  • Each player has unique properties and preferences. We call these preferences Features, and they tell us something meaningful about the player.
    • For example; Responds well to email communication.
The model will use this data to match the right content to the player based on suitability.
In order to reach this point of understanding about our player's unique preferences, and to achieve 1:1 experiences, we need to have great analytic capabilities.
This is possible in the Data Studio, our intelligence hub that gives you the power to analyse the data and to run experiments.
Over time, and if used correctly, the Singularity Model has the potential to become your whole customer model. As you put all your knowledge into the engine, it will use that information to automatically send the best player engagement to the right players.
The Data Studio
The Data Studio

What is the difference from traditional CRM?

The Singularity Model will change the way you work because it offers possibilities that we didn't have before;
βœ… The ability to match content to players
βœ… No longer broadly targeting a group of players in the same way
βœ… A move away from transactional CRM
βœ… The possibility to scale with 1:1 experiences

✨ Find the Bright Spots

The Data Studio and Singularity Model are two important steps towards our ultimate goal of creating self-learning experiences. This helps us to test what we do, evaluate the results and identify bright spots. This will not only impact the way we work but will also act as a foundation for creating 1:1 experiences.
We want to give you the power and control to run experiments inside FT CRM without needing additional integration work. Simply take your ideas and run tests and experiments using the Singularity Model to test the idea end-to-end.
Example - Test to see the effectiveness or impact of different types of bonuses. Use the Data Studio to understand the results of the collected data and make informed decisions about what offers to send to your customers.
The Data Studio gives you greater insights into your activity, lifecycle and brand performance to allow you to identify potential bright spots in your CRM strategy.
The Singularity Model allows you to build new Player Features, such as the most optimal send-out time and use the settings inside an activity.

Why set up the Singularity Model?

As mentioned above, the FT Singularity Model is the first yet crucial step towards being able to create 1:1 experiences.
Aside from being the only way for you to be able to gain access to valuable insights into your CRM performance, there are some additional reasons why you should start setting up today;
  • Get your hands on the super fast-loading reporting
  • Report on player movements from one state to another
  • Show success in the form of positive movements based on x, y & z
  • Be ready for future releases of the Singularity Model that will enable 1:1 experiences