The powerful QlikView data visualization platform is the perfect tool for sports book to reveal important metrics such as customer segmentation, sports preference, player loyalty, and customer win and loss.

1. Qualex Asia Limited
Sports books
&
gaming companies

2. About the Author
With a degree in psychology from UCLA, Mr. Andrew Pearson
has had a varied career in IT, marketing, mobile technology,
social media and entertainment. In 2011, Pearson relocated to
Hong Kong to open Qualex Asia Limited, bringing its parent
company's IT consulting experience into the ASEAN region.
Pearson is currently the Managing Director of Qualex Asia
Limited, a leading implementer of business intelligence,
customer intelligence, data warehousing, data modeling,
predictive analytics, data visualization, digital marketing, mobile,
social media and cloud solutions for the gaming, hospitality,
sports betting, and social gaming industries. Working with clients
such as The Venetian Macao, Galaxy Macau, Macau Slot, Tatts,
Genting HK, Star Cruises and Resorts World New York, Pearson
is currently working on corporate deals in countries such as
Hong Kong, Macau, Singapore, Malaysia, the Philippines and
Australia. Pearson has also leveraged Qualex's expertise to
implement software solutions from such vendors as SAS, IBM,
SAP, Qlik, and Microsoft at some of the world's biggest casino
operators and lottery companies.

3. What is ?
Qlik is a powerful data visualization tool that allows allows its
users to search and explore vast amounts of data – all a
company’s data. With Qlik, users aren’t constrained by
preconceived notions of how data should be related, but can
finally understand how it truly is related. Qlik lets businesses
turn data into insights across all aspects of their businesses. It’s
analytics suite allow for:
• High performance analytics
• Self-service visualization
• Guided analytics
• Embedded analytics

4. Qualex Asia Limited Company Confidential
Metric Segmentation

5. Qualex Asia Limited Company Confidential
Metric Segmentation
This Dashboard provides a
breakdown of the sports books
customer base, looking at sports
preferences, and types of bettors in
terms of wager sizes and types of
sports wagered on.

6. Qualex Asia Limited Company Confidential
Metric Segmentation
This dashboard breaks down the turnover by segments,
revealing which segment is winning and losing against the
sports book.

7. A view of the Sports book from a Customer perspective: such models have many and
varied applications. Customers are segmented according to what they present to the sports
book. Qualex Asia Limited Company Confidential
Sports Preference

8. A view of the Sports book from a Customer perspective: This Dashboard reveals
information about patrons who gamble on College & Pro football and college basketball,
revealing such metrics as avg. spend.
Qualex Asia Limited Company Confidential
Sports Preference

9. A view of the Sports book from a Customer perspective: This section reveals spend on each
sports category.
Qualex Asia Limited Company Confidential
Sports Preference

10. Player Loyalty to Sports Preference
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This dashboard reveals the overall player loyalty to his or her preferred
gambling sport.

11. Player Loyalty to Sports Preference
Qualex Asia Limited Company Confidential
This dashboard reveals the overall player loyalty to his or her preferred
gambling sport, showing player count by individual sports.

12. Player Loyalty to Sports Preference
Qualex Asia Limited Company Confidential
This dashboard reveals the overall player loyalty to his or her preferred
gambling sport, showing average share of wallet across the games. Sports
books can use this information to create segments of gamblers that will help
in personalization marketing.

13. Sports Preference Contribution on Games
Qualex Asia Limited Company Confidential
This dashboard reveals the member count percentage by sports, revealing
the average spend in particular sports and how that contributes to the sports
book overall spend.

14. Customer Win & Loss
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This dashboard reveals the overall player win & loss. Users can drill into
individual patrons to see whether he or she is a winning or losing gambler.

15. Customer Win & Loss
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16. Customer Win & Loss
Qualex Asia Limited Company Confidential
Users can drill down into an individual patron’s bets by simply
clicking on the bubble plot point.

17. Customer Win & Loss
Qualex Asia Limited Company Confidential
This dashboards also provides a list of the top 5 and bottom 5 customers.
These parameters are easily expanded to include additional customers.
An Excel export can easily create a list of users for the marketing
department for further exploration.

18. Customer Bets and Results
Qualex Asia Limited Company Confidential
This dashboard reveals betting activity across daily and weekly metrics and reveals
when the sports book is receiving the most action.

19. Customer Bets and Results
Qualex Asia Limited Company Confidential
Radial graphs reveal the time of highest activity. No surprise here as
the weekend is the time when most sporting events are held, but this
could help a sports book understand when its resources are most
heavily taxed.

20. Customer Bets and Results
Qualex Asia Limited Company Confidential
This dashboard reveals daily bet count as well as corresponding results. For a
sports book, this could reveal important information about when they are
making the most money. Deeper insight could be added, such as looking at
when the customers are placing their bets, i.e., a long time before or just
before an event starts.

21. Clients

22. Contact:
Andrew Pearson
Qualex Asia Limited
505 Hennessy Road, Suite 613
Causeway Bay, Hong Kong
Hong Kong +852 5184-2660
Rua da Estrella, No. 8, Macau
Macau +853 6265-5885