Betfair, an online betting company with about 400,000 subscribers, will use business intelligence software to create targeted offers to maximise revenue during the football World Cup.
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Using business intelligence software from Business Objects, the betting exchange will analyse user behaviour during the tournament. It will also be able to see which customers bet on previous tournaments, such as Euro 2004.
Betfair uses business intelligence to query and analyse information stored in its Oracle datawarehouse. A Business Objects operational dashboard gives managers key performance indicators so the company can monitor and manage operational efficiency and capacity requirements. This will help optimise speed and resilience of the platform, Betfair said.
The company expects the 2006 World Cup to be its busiest period to date, with three-and-a-half times more people betting than in Euro 2004. Betfair currently handles about five million bets per day.
The business intelligence system will also help Betfair prevent fraud, and offers data integrity and transparency to comply with regulatory requirements.