Rank, the company behind Blue Square, Mecca Bingo, and Grosvenor Casinos in the UK, is to focus on customer retention using real-time data captured from its online betting brands.
Rank International, part of the Rank Group, has 300,000 registered customers. A new e-CRM approach will see the betting provider feed customer profile data into its data warehouse for automated campaign selection.
The new strategy extends the company’s existing web analytics system into customer engagement. Online customer data will be taken to determine appropriate marketing messages for key segments.