Entain is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector. With offices across five continents and licences in more than 20 countries, we operate some of the most well-known and iconic brands in the industry with more than 250 years of combined history – names such as Ladbrokes, partypoker, bwin and Coral.
The global research function helps us understand the climate we’re operating in, how our brands are performing in a competitive context, and gives guidance on customer needs, motivations, preferences and intentions. Entain invests heavily in its brands with a very significant marketing spend, and research is a critical pillar in managing that investment, alongside supporting the end to end customer experience across multiple products.
To that end, the global research team will be part centralised and part localised. The central element has two hubs – one for tracking studies (this role) and another focused on CX research requirements, working closely with the Global CX Director. The benefit of having these roles centralised is clarity of communication with a single point of contact for other centralised teams, (CX, Product marketing, RG, Group strategy/finance and BI). as well as uniformity of measurement across brands / countries, and synergies on agency and internal resource. The localised part of the structure consists of a series of local market teams, likely UK/Ireland, Europe and Rest of the World. These teams will be responsible for embedding the research insight from the central hubs within the brand teams and for running any bespoke research relevant to those particular brands (e.g. brand positioning, proposition development, customer segmentation, product ideation, new customer research, deep dives into key audiences or key issues raised by the CX team).
This role will focus on tracking research studies where we want to align KPIs and measurement across brands and regions. This will predominantly be around market sizing, brand health and advertising or communications effectiveness. Reporting to a Customer Research Manager, the role covers all GVC digital sports betting and gaming brands across the UK, Europe and South America. In the UK, it covers both the digital and retail channels. You’ll be responsible for research delivery for these studies across multiple stages of the projects, supported both my your management team and the use of research agencies.
Your day to day responsibilities:
- Working on tracking research:
- Questionnaire checking
- Managing translation processes
- Monitoring fieldwork response rates
- Specifying analysis needs
- Reading data tables
- Charting results – regular monthly or quarterly updates of standard decks as well as bespoke charting to answer ad hoc data requests
- Interpretation
- Using an analysis tool to pull data to answer bespoke requests from stakeholders and local market research teams liaising with research agencies on delivery.
- Briefing data analyst on requirements for sample specs or enriched insight using customer data
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