Case Study: SEGA Europe achieves personalised player accounts and higher marketing hit rates with Alteryx

Turbo-charging Customer Experience by Linking Player Behaviour + Other Data Sets

SEGA Europe’s IT Data Team, responsible for democratizing data across regional groups and game development units, faced a problem with generic promotional mailshots and fragmented data: gameplay, sales, marketing and finance data lived in separate systems so customers received irrelevant content, driving high unsubscribe rates and low hit rates. Although SEGA was already ingesting live gameplay data via AWS, the team needed to reliably link that data to other systems to create meaningful, personalized customer records.

Working with Concentra and Alteryx, SEGA matched event timestamps to sales records and automated routine data transformations with simple workflows, linking CRM and gameplay data to build individual customer account records. The solution enabled targeted, personalized promotions, improved marketing hit rates and revenue, and created a data-driven culture — about 50% of players now have a customer record (with a 90% target) and analysts across finance, marketing and design can make faster, better-informed decisions.

SEGA Europe

Felix Baker

Data Architect and Head of IT Data Team