BetVictor ramps-up data driven strategy

BetVictor hopes to gain better insight into customer behaviour and betting habits after joining forces with data and analytics platform provider Cloudera to build a new centralised data hub.

The operator said its new approach to managing and analysing data would enable it to make better use of its datasets, in turn assisting it to clearly identify behavioural patterns and build more accurate customer profiles.

The rise of social media and mobile play has seen BetVictor adopt a more data driven strategy of late, with the operator putting some of its recent success down to its ability to crunch big data at real-time speeds.

“Staying ahead of the curve is more challenging now than ever before,” Kris Marshall, head of business intelligence and analytics at BetVictor, said.

“The mobile and digital marketplace in which we operate today, while undoubtedly more complicated, also presents some huge opportunities to engage and maximise the value we provide to our customer base,” he added.

By adopting this strategy, BetVictor said it was able to provide more relevant and personalised offers to its 500,000 customers around the world, improving their overall betting experience and driving increased revenues for the operator.

Cloudera VP of marketing Alan Saldich said BetVictor’s continued success reflected its ongoing commitment to technological innovation and that the firm was “humbled” to be working with the operator on its data driven journey.