5/6/10 – The UK online gambling operator Paddy Power has taken another step forward in its strategy to invest heavily in discovering what the player wants, in order to improve the gaming experience across its wide range of offerings.
 
In its latest move, the gambling company has engaged the services of Nasdaq-listed Unica Corporation, a company specialising in marketing software solutions. In an agreement signed this week, Paddy Power will use Unica's next-generation web analytics solution, NetInsight OnDemand, to provide advanced player analysis in order to optimise the online customer experience.
 
Paddy Power encompasses a broad range of online offerings – from sports betting to online poker, financial spread betting and lotteries, and the initiative will embrace the entire spectrum of player interaction, enabling Paddy Power to measure site performance and tailor operations to better meet the needs of its customers.
 
"Paddy Power strives to create the best possible experience for our customers and it's essential that our website performs to the highest standards" said Stephen Lovell, online product manager for Paddy Power. "After a rigorous selection process, we look forward to working with Unica to help us continually improve our offering, making it fun, quick and simple to use."
 
Unica is no stranger to the online gambling milieu, having already worked with companies like 888.com, Full Tilt Poker and PKR.