William Hill Revises Online Gambler Profiling
By philip
William Hill are looking to new software to profile their online customers, after declaring conventional ‘tagging’ systems such as Internet Protocol (IPs) and cookies too unreliable. RedEye, the e-CRM agency, has been awarded the task, after having developed a platform that will accurately identify an individual’s log-in details and record exactly what a customer does when he or she visits a site.

RedEye says that other systems are not precise. Their research suggests that IP based sever logs are flawed and can inflate visitor numbers by up to 660% over a twenty-eight day period, and that cookies are inaccurate because they can be deleted by users, overestimating visitor numbers by up to 128%.

The gambling giant’s Group Marketing Director Peter Nolan said: 'We have been aware of these issues for some time. Having the most accurate customer data possible will enable us to provide a more personalised service, which is important if we are to remain the number one online bookmaker.'

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