Betfair, engaged in online betting, has selected the smartFOCUS Group, a provider of marketing software, to improve its email campaign analysis and marketing responsiveness across the UK. Financial terms have not been disclosed.
Betfair has selected smartFOCUS systems in order to create personalised and relevant campaigns to effectively target its wide range of customers, from football betting enthusiasts to horse racing punters.
SmartFOCUS is expected to provide Betfair with the ability to create new insight and understanding of customers and build innovative approaches to drive customer interaction and engagement.
Anton Bell, head of marketing and insight at Betfair, said: We design and distribute numerous e-mail marketing campaigns that reach millions of potential customers, so it was crucial that we have tools to deliver us the customer insight to allow us to personalize campaigns and efficiently analyze results. We found that smartFOCUS offered us the best combination of analytics and e-mail.
Chris Underhill, CEO of smartFOCUS, said: As the UK online gaming sector is an extremely competitive market, it is important for Betfair to effectively communicate with its customer base with tailored information for each individual. Our systems will ensure that Betfair runs dynamic and tailored campaigns that produce results by increasing relevance for customers and inform improved understanding of campaign effectiveness.
