Victor Chandler uses SAS reporting and analytics capabilities, with SAS Grid Computing enabling it to deliver analytical capabilities faster by spreading SAS software across more servers. The company ultimately aims to target inactive and infrequent registered bettors more effectively using SAS Marketing Automation and to bring back in-house direct mail and digital campaigns.
Many customers have traditionally opened accounts following one-off promotions and then very quickly become inactive. "We're looking to increase the retention rates and the longevity of our customers and therefore their value", stated Ian Plumb, Reporting Director at Victor Chandler. "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."
SAS Grid Computing enables organisations to create a managed, shared environment to process large volumes of data and analytic programs more efficiently; it forms part of SAS High-Performance Analytics offering.
SAS Marketing Automation is a comprehensive solution to plan, test and execute marketing campaigns to improve marketing efficiency and effectiveness. Benefits 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.