Infotech Lead America: Victor Chandler, a sports betting and online gambling organization, has selected SAS, a provider of business analytics solutions, by migrating to SAS Grid Computing.
Victor Chandler is currently leveraging SAS reporting and analytics capabilities, with SAS Grid Computing to deliver analytical capabilities faster by spreading SAS software across more servers.
The sports betting and online gambling firm decided to use SAS for targeting inactive and infrequent registered bettors more effectively. For this purpose, Victor Chandler uses SAS Marketing Automation and to bring back in-house direct mail and digital campaigns.
The company is aiming to increase the retention rates and the longevity of customers and their value.
“Initially, we will be targeting non-depositing and small deposit customers to increase their depositing and, subsequently, to better understand our customer segmentation through improved analytics. This will allow us to enhance our promotion and bonus offers by targeting customers in smaller groups with more relevant offers. All this can be managed through our SAS upgrade by delivering information throughout the business and building automated campaigns specific to our customers’ interests,” said Ian Plumb, reporting director at Victor Chandler.
SAS said its Grid Computing enables organizations to create a managed, shared environment to process large volumes of data and analytic programs more efficiently; it forms part of SAS Analytics offering.
The benefits of SAS Marketing Automation include insight for developing highly targeted segments based on purchase/response propensity, attrition potential, market basket analysis, profitability, credit scoring and more. It also enables users to identify and focus on customers who will deliver longer-term value, as well as selection of those marketing channels preferred by each customer.