Active Player
A player meeting the activity definition in force — the denominator every rate metric silently depends on.
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Glossary Category: Data & Analytics
LTV, cohorts, retention and the measurement discipline behind program decisions.
Anomaly Detection
Automated flagging of metric deviations — the always-on watchdog for fraud, breakage and opportunity.
ARPU / ARPPU
Average revenue per user (all users) or per paying user (depositors only) — density metrics for portfolio comparison.
Attribution Discrepancy
The gap between two systems' counts of the same events — inevitable at small scale, diagnostic at large scale.
Average Deposit
Mean deposit size per transaction or per player — a fast segmentation signal with fat-tail caveats.
Benchmarking
Comparing metrics against reference points — internal history, market peers, or published industry bands — with methodology awareness.
Bet Margin
Revenue as a percentage of stakes — realized margin per product, the analytics bridge between turnover and earnings.
BI Tool
The analytics interface over the warehouse — self-service exploration, standardized dashboards, and the metric-definition battleground.
Bonus Cost Ratio
Bonus expenditure as a share of GGR or deposits — the metric that decides whether generosity is acquisition or erosion.
Churn Rate
The share of players going inactive per period — the decay constant of the player base.
Cohort Analysis
Tracking groups defined by a shared start event (registration month, source, campaign) through time — the honest way to read player data.
Data Latency
The delay between event and its appearance in reports — a property to publish, not hide.
Data Warehouse
The consolidated analytical store joining platform, payments, CRM and marketing data — where cross-system truth lives.
DAU / MAU
Daily and monthly active users — engagement's tempo metrics, and their ratio, the stickiness index.
Deposit Frequency
How often players fund — the cadence metric where engagement, value and risk all read from the same curve.
Deposits vs NGR
The conversion of money-in to revenue-kept — the ratio chain connecting cashier volume to actual earnings.
eCPA
Effective cost per acquisition — total spend divided by acquisitions, whatever the pricing model claimed it would be.
Forecasting
Projecting revenue, liabilities and volumes forward — cohort math plus seasonality plus judgment, documented.
Fraud Scoring
Composite risk scores on players, transactions or traffic sources — triage automation for finite investigation capacity.
Incrementality
Measuring what marketing actually caused versus what would have happened anyway — attribution's honest older sibling.
KPI Dashboard
The curated metric surface a team actually runs on — selection and definition being the hard part, not the charts.
LTV (Lifetime Value)
The total net revenue a player generates over their entire relationship — the number all acquisition pricing ultimately answers to.
Player Journey
The end-to-end path from first touch through lifecycle stages — the narrative frame connecting acquisition, product and CRM analytics.
Player Value Score
A composite early-signal score predicting a player's worth — the engine inside quality-based pricing and fraud triage.
Predictive Churn Model
Machine-learned early warning of player lapse — intervention targeting for CRM, with the industry's characteristic dual read.
Real-Time Reporting
Metrics available as events happen — operational necessity for media buyers, trust infrastructure for partners.
Retention Rate
The share of players still active N days after acquisition — the curve whose area is, roughly, the business.
ROI / ROAS
Return on investment / on ad spend — profit-truth metrics whose honesty depends entirely on cost completeness and time horizon.
Segmentation
Dividing players or partners into behaviorally meaningful groups — the precondition for every targeted decision.
Wagering Turnover
Total amount staked across all bets — the volume metric upstream of revenue, and the base of turnover-priced deals.