Tasked with leading new innovation for William Hill, Crispin Nieboer Director of Corporate Development & Innovation believes refining data for a further personalised customer engagement as the operator’s key to future growth.
Nieboer a founding team member of WHLabs, William Hill’s specialist industry incubator shed personal insight to marketing news source The Drum.
With regards to data and customer personalisation, hot topics for the online betting sector, Nieboer stated that the industry had only “scratched the surface”.
“You can do bet suggestion and any product recommendation quite simplistically or you can do it based on real, live data,”
Nieboer detailed to The Drum, that WHLabs were currently developing a unique algorithm which would allow for deeper profiling of a customer’s betting history.
The data gained from the algorithm would be used to suggest customer wagers dependent on on-site live betting trends and the user’s habits and preferences.
“We have more transactions per minute than Amazon in the UK; there’s a massive amount of data that’s coming through all the time. What we’re looking to do is harness that data in real time so that when you come to William Hill so that we can suggest to people the next bet we think they should make or the next five.”
The development of the algorithm, is part of William Hill’s ongoing focus on industry breaking innovation, which will move its operations away from relying on third party system suppliers.
Development of the Data function is two months in and its future is dependent on whether the proof of concept generates good KPIs.