NEWS16 March 2012

Ladbrokes reaches for Sky IQ for CRM task

New business UK

UK— Bookmakers Ladbrokes has appointed Sky IQ, the customer intelligence agency owned by broadcaster BSkyB, as a partner to strengthen its customer analytics, campaign effectiveness and CRM capabilities.

Sky IQ’s remit will cover digital, mobile and retail channels – but digital will be the key area of focus.

Ladbrokes CEO Richard Glynn (pictured) said: “The agreement with Sky IQ is a further step along in our digital development plan. We continue with our investment in digital technology, digital marketing and increased customer focus. Sky IQ’s experience of enhanced CRM and campaign management will help drive further momentum.”

Stuart Johnston, deputy MD at Sky IQ added: “This is a significant win for Sky IQ and we are confident we can deliver what Ladbrokes needs through customer insight and the optimisation of multi-channel marketing campaigns.”