Ladbrokes is ramping up its CRM strategy with the launch of a new sports betting site which will be driven by personalised content triggered by customer behaviour and preferences.
The move was revealed when the betting firms announced its latest financial results, as it reported a marginal increase in annual profits to £194m. Ladbrokes said it had already made a number of improvements to its main customer website last year; the new site will go live this month.
According to the company, the sports site “represents a significant evolution of our current offer, enabling more effective promotion of our increased range of products and a personalised online experience, as it learns from customer preferences and behaviour”.
The firm said the new site would provide automatic market updates, one click bet placement, product recommendations and advanced navigation among the features. “This will give us a far more sophisticated website which is, most importantly, easier and more intuitive for our customers”, Ladbrokes added. A new mobile betting platform will also be launched by Ladbrokes in the second quarter.
Earlier this month, rival Betfair revealed that it had seen a 400% growth in revenue after implementing real-time decision-making software on its website to personalise content to each user. The company is using Oracle software to make “2,500 decisions per customer in around 50 miliseconds”.
More than 300 elements of customer data get pushed into Oracle RTD, such as behavioural data, what they are doing on site, what information they look at, and Betfair has information coming from the sporting and betting market every minute.
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