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Customer Intelligence

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Customer intelligence (CI) is information derived from customer data that an organization collects from both internal and external sources. The purpose of CI is to understand customer motivations better in order to drive future growth. The application of business analytics to customer data is sometimes called customer data mining.

For the casino and sports betting industry, CI can help the entire organization, from developing marketing plans to understanding labor needs. In particular, CI software can help companies:

  • Enhance the customer experience by gaining customer knowledge and insight and maintaining a continuous customer dialogue.
  • Achieve profitable revenue growth through customer value management by growing organically, retaining profitable customers and acquiring new customers.
  • Improve marketing performance and accountability by linking marketing activities and aligning them with overall company goals, while optimizing marketing expenditures.
  • Deepen Customer Insight
  • Manage quality customer data by accessing virtually any database to create a customer-centric data repository, moving data between operational and marketing systems, and cleansing the data to ensure decisions are made using the right data.
  • Predict customer behavior using a range of analyses including customer value analysis, market basket analysis, customer profitability, response modeling, churn analysis, credit scoring and more.
  • Profile and segment customers based on historical behavior, profitability and lifetime value.
  • Choreograph Customer Interaction
  • Develop and optimize segment strategies, using customer insights to determine how much time, effort and resources are needed for selling or marketing to each customer segment and evolve customers through their life cycle. Optimize ROI for every customer communication.
  • Engage effectively with customers by implementing effective, consistent and timely communications across channels.