Tote, the UK horse racing pool betting operator, approached Croud with a re-launch project after having recently been acquired. They were looking to build a new site and a new app, as well as a brand-new marketing tech stack that would sit on top of their existing back-end infrastructure – and thanks to Croud’s expertise, they were able to do just that.
The Croud difference
The Serpico by Croud team, our in-house marketing specialists, worked closely with Tote’s team to evaluate and advise on the appropriate technology stack for their needs, bearing in mind the gambling restrictions on Google products. This included marketing analysis and analytics, online and offline attribution, and integrations with the relevant advertising platforms. The process was collaborative throughout, with Tote retaining contractual ownership of all platforms, in line with their longer term in-housing ambitions.
With the marketing stack selected and in place, Croud’s in-house solutions experts worked with Tote’s digital team on launching ad platforms and managing campaigns for an additional three months, before handing it over to the in-house team.
The Serpico by Croud team’s experience was invaluable in helping identify and implement an optimal marketing tech stack for our business needs. We benefitted from the team’s experience and in-depth knowledge of the various technologies and how they integrate, ensuring an effective platform for us to plan, execute and analyse our cross-channel media initiatives going forwards.
James Gregson, Head of Performance Marketing, Tote