Coral Racing customers can bet with the company through its 950 licensed betting shops, its telephone betting service, two greyhound racing stadia and its online betting business .
The company has appointed GB Group to clean and de-dupe account holder records each month using GB's electoral roll replacement database National Register, Royal Mail's postcode address file, mortality records and goneaway data.
Nick Mills, head of marketing at Coral Racing, said: "The gaming and betting industry is becoming increasingly sophisticated and customers now have the choice to decide how, where and when they place a bet. This means that all our back office systems must be integrated and the transactional data pooled into one database that gives us a single view of each and every customer.
"This, in turn, enables us to sharpen the effectiveness of our direct mail and cut down on wastage. It's also the platform from which we can analyse and segment our customer data to target specific customer types with relevant marketing messages."
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