Campaign analysis will be better using smartFOCUS

The analysis of email marketing effectivity at online betting exchange group Betfair is to be stepped up using software from the smartFOCUS firm.

Datamonitor reports that the betting company has selected smartFOCUS systems in order to develop more personalised and relevant campaigns targeted on its wide range of customers, from football betting enthusiasts to horse racing punters.

The tasking for smartFOCUS is to provide Betfair with the right information that will enable it 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 necessary to personalise campaigns and efficiently analyse results."

Chris Underhill, CEO of smartFOCUS, said: "The UK online gaming sector is an extremely competitive market, and 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."

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