RWS
229 Case Studies
Case Study: Tabcorp achieves a 6:1 marketing ROI and stronger customer retention with RWS (SDL Campaigns)
A RWS Case Study
Tabcorp - Customer Case Study
Tabcorp is Australia’s leading wagering, gaming and racing operator, serving millions of customers through tab.com.au and a retail network of about 2,900 outlets. After advertising law changes in 2008 intensified online competition, Tabcorp needed to accelerate its online strategy and improve customer retention; it stood up a CRM team in August 2012 with a tight two-month window to be operational before the football finals and spring racing season.
Tabcorp selected SDL Campaigns for an on‑site customer data warehouse and integrated communications engine to build a single customer view and run aggressive test-and-learn, multi-channel campaigns. The solution went live in time for the finals, enabled targeted email, phone and SMS multi-wave campaigns and mobile-specific strategies, and delivered strong outcomes — over 2 million individualized contacts, a blended 28-day ROI of $6.05 AUD per marketing dollar, a 19% response rate and 9% conversion — exceeding expectations and supporting market-share growth.
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