Betfair is in the midst of implementing a large business intelligence programme based on Oracle software, aimed at improving its conversion of customer website visits into more spending.
The company said it expected the rollout to deliver higher revenues by improving its delivery of tailored content to customers.
The betting company is using the Oracle Real Time Decisions platform, which identifies what content should be delivered to which segments of customers - split according to a variety of factors including age, location, and gambling preferences. Betfair has this data because all customers have to register to bet.
This information is combined with information on the sports taking place and the most common times for betting on those sports, to deliver the betting opportunities that customers are most likely to take up.
The system is able to draw 200,000 analytics conclusions every 100 milliseconds.
James Knight, web capabilities product manager at Betfair, told delegates at this week's Gartner Business Intelligence Summit in London: "We wanted a fully automated, self-learning system that would take data and recommend markets to visitors."
The rollout is a key part of Betfair's aim to personalise the experience for customers.
The main part of the project was completed in four months, with controlled group testing in the UK and using throttled traffic, before the current work to expand its usage. The development team consisted of two internal coders, a quality assurance and business analyst expert, and three specialist Oracle RTD consultants.
Knight said that while the focus had initially been on the website, Betfair has a growing mobile channel that will also be more personalised: "If anything, the content on mobile has to be even better personalised, because there is so much less screen space in which to present the betting opportunities."
In other Betfair news, last month it emerged that the bookmaker was set to pay out tens of thousands of pounds to gamblers who bet on a particular horse race, after a major back office IT problem saw their bets voided.