|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.'