Victor Chandler betting on SAS
SAS® helps betting and online gambling company to better understand customers
13 August 2012 - Victor Chandler (trading as BetVictor), one of the largest independent sports betting and online gambling organisations, has re-affirmed its commitment to SAS, the leader in business analytics, by migration across to SAS® Grid Computing together with an upgrade to full SAS® Marketing Automation from SAS Campaign Management.
Victor Chandler has exploited SAS reporting and analytics capabilities, with SAS Grid Computing enabling them to deliver analytical capabilities faster by spreading SAS software across more servers. The company ultimately aims to better target inactive and infrequent registered bettors using SAS Marketing Automation and to bring back in house direct mail and digital campaigns. Many customers have traditionally opened accounts following one-off promotions and then very quickly become inactive.
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. This will allow us to enhance our 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."
SAS Grid Computing enables organisations to create a managed, shared environment to process large volumes of data and analytic programmes more efficiently, and forms part of SAS' high-performance analytics offering.
SAS Marketing Automation is a comprehensive solution to plan, test and execute marketing campaigns to improve marketing efficiency and effectiveness. Benefits include insight for developing highly targeted segments based on purchase/response propensity, attrition potential, market basket analysis, profitability, credit scoring and more. It also enables users to identify and focus on customers who will deliver longer-term value, as well as selection of those marketing channels preferred by each customer.System RequirementsSAS Marketing Automation is an open, Java-compliant solution with components installed on clients, a middle tier and an application server tier.Client applicationsSupported platforms
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