Gaming group builds single customer view

A bingo-to-betting group is to develop a better understanding of its business by creating a single customer view. The Rank Group has chosen SmartFocus to overhaul the way it analyses, plans and communicates with its customers. The consolidated view will include data from all of its brands, such as Mecca Bingo, Grosvenor Casinos and Blue Square.

Rank typically sends over 300 targeted campaigns each week and up to 20 a day for each brand. Customer information from bingo clubs, casinos and online gaming portals needs to be processed and analysed live. Intelligent Marketing from SmartFocus will provide the group with the tools to manage this process faster.

Stewart Cruickshank, retail IT Director at Rank says: “We need to support our marketing departments by providing them with the right systems to deliver the 300-plus campaigns a week. The only way to do that was to review the whole process. We believe that SmartFocus will be able to cope with the demand, and we believe that we can align the solution to strongly support our business goals.”

Chris Underhill, CEO of SmartFocus, says: “By choosing us, Rank has demonstrated it knows a safe bet when it sees one. Rank Group needed a system that could cope with the demands of its complex marketing processes. The SmartMarketer suite fits the company’s requirements perfectly and offers the scalability and performance that it needs to compete in an intensely competitive market.”

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