Sky Betting & Gaming signals intent with instant customer targeting

Sky Betting & Gaming signals intent with instant customer targeting

Tuesday, April 4, 2017 Posted by Luke Massey
The operator signed a commercial agreement with Signal in early 2017

Sky Betting & Gaming has hailed the impact of Signal’s Customer Identity Solution in helping the company to reach existing customers “at the moment of intent.”

The enterprise-wide product is a first within the industry, and enables Sky Betting & Gaming to recognise its customers instantly and deliver contextually relevant communication at critical marketing moments, such as when they are thinking about placing a bet.

The purpose-built platform also translates data into unique profiles for each customer, by creating identity graphs that are controlled by the brand. These profiles, which are available for activation any time, are updated instantly to reflect current customer information, even outside of static campaign schedules.

Andrew Walton, Head of Data at Sky Betting & Gaming, told “Previously, Sky Betting & Gaming wasn’t able to recognise existing customers at the moment of intent – that is, the moment when they might be thinking about placing a bet.

“With Signal, Sky Betting & Gaming can reach customers, even those who might be likely to bet elsewhere, on the appropriate device in the moments leading up to a betting event. Across early trial campaigns, Sky Betting & Gaming has seen up to a 15% increase in response for customers placing bets from an addressable advertising run with Signal.”

Totally Gaming says: Sky Betting & Gaming started trialling the platform last year and signed a commercial agreement in early 2017. The early signs are good for the operator, as they use Signal’s identity asset to deliver contextual marketing at moments of betting intent, with personalised communication across human, physical and digital touchpoints.


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