#237: Evolving data culture to deliver sustainable business impact, with Niall Keating, General Manager for Technology Data Platforms, Sportsbet

In this episode, we explore an engaging talk given by Niall Keating, General Manager for Technology Data Platforms at Sportsbet, during his recent appearance at the Data Engineering Summit in Melbourne.

Niall generously imparts invaluable insights on the journey of cultivating a data culture that yields long-lasting business impact. Throughout the conversation, Niall showcases tangible examples of how Sportsbet has effectively utilised data and technology to drive innovation and elevate customer experiences. Sportsbet, Australia's largest online bookmaker, faces unique challenges due to the dynamic nature of their product, where prices constantly change. 

To overcome these challenges, Sportsbet has invested significantly in technology and data infrastructure. One use case Niall highlights is their adoption of machine learning, with over 20 models currently in production. These models are employed to extract actionable insights, enabling Sportsbet to make data-driven decisions and enhance their offerings.

Niall emphasises the importance of establishing a solid foundation in data culture and leveraging data for decision-making and financial reporting. He provides a specific use case of how Sportsbet utilises quantitative analytics to calculate probabilities and set prices for their core product. By harnessing data and analytics, Sportsbet optimises generosity, personalised experiences, and aims to provide the best value to their customers.

Another use case Niall discusses is the application of data in safer gambling. Sportsbet is committed to making gambling safer, and they leverage data to identify potentially risky behaviours and intervene when necessary. Niall highlights the journey Sportsbet has undertaken over the past five years in building effective data products to promote safer gambling practices.

When it comes to sustainability in data, Niall shares three educational stories that provide valuable insights. In one use case, he emphasises the importance of avoiding quick wins and taking an iterative approach aligned with strategic goals. He discusses the challenges involved in transitioning from human to AI automated decisions and the need to bridge the gap effectively.

Lastly, Niall shares a use case centred around Sportsbet's product journey in safer gambling. He highlights the time and collaboration required to build effective data products that prioritise customer safety. This use case demonstrates the impact that data-driven approaches can have in creating a safer gambling environment. By adopting a long-term perspective and focusing on values such as safer gambling and customer-centricity, Sportsbet sets an example of how data culture can drive innovation and create positive outcomes.

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"The challenge for us is that our product is so dynamic. The prices change constantly, and so we have to invest significantly in technology and data infrastructure to be able to manage that."

—  Niall Keating, General Manager for Technology Data Platforms, Sportsbet

WHAT WE DISCUSSED

02:39. Introduction to Niall Keating and his background in software engineering.

04:08  Overview of Sportsbet as Australia's largest online bookmaker, serving one million active customers.

05:04 Investments in technology and data infrastructure, with a focus on machine learning and the impact of over 20 models in production.

07:06 The importance of getting the basics right in data-driven decision-making, financial reporting, and core product development.

09:14 The journey towards sustainability, including the focus on personalization, safer gambling, and aligning products with the company's vision and mission.

15:37 The challenges and lessons learned in evolving the data platform, including the adoption of lake house architecture and partnerships with AWS and Databricks.

22:04 The importance of building data products over time, collaboration between data science and analytics teams

23:05 The  evolution of safer gambling practices through predictive capabilities and real-time interventions.

EPISODE HIGHLIGHTS

• "The challenge for us is that our product is so dynamic. The prices change constantly, and so we have to invest significantly in technology and data infrastructure to be able to manage that."

• "We've got over 20 machine learning models in production, all of which are producing actionable insights that our teams can use to make decisions."

• "We use data to calculate probabilities, which we then use to set prices for our core product. We're using data to optimise generosity and personalise experiences for our customers."

• "Data is absolutely critical to our financial reporting. We have to make sure that we're accurately reporting revenue and all the other metrics that we use."

• "We're absolutely committed to making gambling safer. We use data to identify potentially risky behaviours and intervene when necessary."

• "The journey of transitioning from a world where humans were making decisions to one where AI is making decisions is a difficult one. It requires a lot of thought and a lot of time."

• "Partnerships are incredibly important to us. We don't try to build everything in-house. We want to have a bit of competition, we want to have fresh perspectives, and we want to make sure we have optionality in the data space."

• "We've spent the last five years building a suite of data products that allow us to provide a safer gambling environment for our customers."

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