Player Analytics & Ad Source BI System

The operator was acquiring players through affiliate networks, programmatic DSPs, influencer partnerships, and SEO — but couldn't tie player lifetime value back to acquisition source. Cohort analysis was nonexistent. Marketing optimized for registrations and FTDs, not long-term depositing players. Meanwhile, bonus abuse was silently draining $50K+/month with no detection system in place.

• Built a centralized data warehouse connecting affiliate platform postbacks, DSP reporting APIs, the player management system, and payment processors into a single pipeline
• Developed cohort-based LTV models segmenting players by acquisition source, geography, device type, and first-deposit behavior
• Created real-time dashboards showing true CPA and NGR per channel calculated against 30/60/90-day player value — not just registration or FTD counts
• Implemented anomaly detection flagging suspicious bonus redemption patterns, multi-accounting, and affiliate fraud