Paddy Power has partnered with Sky’s service Sky IQ to assist in developing marking strategies for its Paddy Power Bingo brand.
Existing player data was used on Sky IQ’s TV viewing panel of 500,000 to determine fitting media campaigns for Paddy Power Bingo.
Tom Wyse, head of media at Paddy Power, said: “The results have been really eye- opening, and the potential revenue that could be gained through response to adverts is very exciting. The pilot helped us to understand programme audiences in greater detail than ever before and means we can optimise our media plan.”
Paddy Power is the latest in the long line of premium companies to make use of big data to create marketing campaigns.
In 2012 Debenhams teamed up with Sky IQ in an effort to track customer journeys casting a wider net to capture information to develop a marketing scheme.
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