"Essentially, what we’re trying to do is understand what all of our customers are trying to do on all of these platforms, in order to serve them the most relevant content." That was how Sam Talbot, head of marketing tech at Sky Betting and Gaming, summed up his team’s challenge. "And if we do that correctly, the revenue we get for our business is incredible," he told the Technology for Marketing conference (London, September 2017).

Talbot is in the enviable position of having overseen the development of a tool launched this year that does exactly this. "We’ve created a big data platform," he explained. "This is essentially collecting all your customer data in real time." This tool helps the broadcaster understand how people are using its websites across the betting and gaming business: Sky Bet, Sky Vegas, Sky Casino, Sky Poker and Sky Bingo. "Within all of these products, we reckon we can reach about 77% of all of the UK gambling population," Talbot said.