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Bookmaker bets on improved business intelligence

Wants to improve customer retention

Betting firm Victor Chandler is improving its customer business intelligence by upgrading its SAS platform to make it easier to "re-activate" registered but non- or low-spending customers.

The bookmaker and casino games firm is migrating to SAS Grid Computing and upgrading to the full SAS Marketing Automation system.

Victor Chandler, also known as BetVictor, can now get customer analytics faster by spreading its SAS software across more servers with the grid computing platform. SAS Marketing Automation will also help bring direct mail and digital campaigns back in-house.

Many customers have traditionally opened accounts following one-off promotions and then very quickly become inactive, said Victor Chandler.

Ian Plumb, reporting director at Victor Chandler, said: "We're looking to increase the retention rates and the longevity of our customers and therefore their value.

"Initially, we will be targeting non-depositing and small deposit customers to increase their depositing and, subsequently, to better understand our customer segmentation through improved analytics."

He said the move would allow the firm to enhance promotion and bonus offers by targeting customers in smaller groups with more relevant offers.

"All this can be managed through our SAS upgrade by delivering information throughout the business and building automated campaigns specific to our customers' interests," said Plumb.

Rival Ladbrokes is also ploughing cash into new business analytics projects in response to setbacks in its digital strategy.

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