Chief executive Peter Marks told the Publican's Morning Advertiser's sister title M&C the “single customer view” project will analyse on a site by site basis what the huge collection of data on individual customers means for the company’s marketing.
Marks said: “We believe we’re the first in the sector to have, on a site by site basis, this level of data.
“We are using the same algorithms that retailers such as Amazon and Tesco use to work out what you spend, what you like, whether you’re turned on or off by offers.
“We will bring in an analyst and a psychologist who tell us what it all means. We won’t spam people, we won’t ever sell their data, but we will be able to sue the data to tailor the message we are sending to our customers.”
Marks said it would put the company in a unique position.
He added: “We know other people are doing some great work with data. Revolution Bars use it very well but that is for the brand rather than for a specific business. We are doing this so that our managers have the tools to better understand how their customers are behaving so they can target the right sort of communication for those customers.”
Marks said a lot of the data came from customers’ behaviour on Facebook.
He said: “A clever man in IT said that if you have 70 pieces of data you will know someone better than their friends. If you have 300 pieces of data on someone you know them better than their spouse or long-term partner. The average number of data pieces we have per customer is 370.
“By what they ‘like’ and when they go online and when they interact and how many people they have in their social circles tells you a hell of a lot about individual customers.”