In an effort to increase retention rates and the longevity of its customers, Victor Chandler has upgraded with business analytics company SAS.
Victor Chandler (trading as BetVictor) has migrated across to SAS Grid Computing, together with an upgrade to full SAS Marketing Automation from SAS Campaign Management.
The sports betting company uses SAS reporting and analytics capabilities, with SAS Grid Computing enabling it to deliver analytical capabilities faster by spreading SAS software across more servers. It ultimately aims to target inactive and infrequent registered bettors more effectively 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.
“We’re looking to increase the retention rates and the longevity of our customers and therefore their value,” said Ian Plumb, reporting director at Victor Chandler.
“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,” added Plumb.
