|To date, most online gambling sites would stick to metrics like page views, registered users, hits and banner-ad clicks, or money transacted to judge customer behavior. But now websites like WillHill.com are getting deeper into online casino customer minds and eventually into their wallets. |
The company uses the service of RedEye, a London-based web analytics vendor, who also have ASDA.com, the super market as one of their customers. According to research released by RedEye, a majority of customers log in weekly to buy things or, even more often, to place wagers.
The customers who are also registered members already give in basic information when they sign-up through session Ids. Websites are now tracking their present online usage patterns by extrapolating it with their previous usage or ‘historic behavior’.
RedEye believes online operators have to do some rethinking about users. They say that the IP-based approach overestimated unique users by 7.6 times, whilst a cookie-based approach overestimated unique users by 2.3 times.
The firm believes online casino operators need to have different approach than going by the traditional approach of ‘user metrics’ since users access websites through proxy servers, caching servers all of which create very misleading user patterns.
The RedEye report states that after studying their customers websites, a typical visitor to the two sites they studied uses an average of 2.3 cookies per month, which translates to the cookie data showing 2.3 times more people visiting than actually did.
RedEye advises that online casinos and websites must compare login information to your IP and cookie information and then weigh the cookie data for those who do not log in.