How Sky Betting and Gaming is using big data to improve advertising efficiency

Emily Barley

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

"Essentially, what we’re trying to do is understand what all of our customers are trying to do on all of these platforms, in order to serve them the most relevant content." That was how Sam Talbot, head of marketing tech at Sky Betting and Gaming, summed up his team’s challenge. "And if we do that correctly, the revenue we get for our business is incredible," he told the Technology for Marketing conference (London, September 2017).

Talbot is in the enviable position of having overseen the development of a tool launched this year that does exactly this. "We’ve created a big...

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