Gala Group, operator of 166 bingo clubs in the UK, will be using SPSS’s data mining solutions to track and analyze data on customers. With eight million customers, Gala is looking for statistical analysis on which promotions are most effective, which demographics comprise the most frequent players, and more.

Gala hopes that the new information will help target infrequent bingo players, and encourage them to visit the bingo halls more often. Gala’s future marketing activities are expected to be less expensive and more effective as a result of the data analysis, which will help the marketing team efficiently focus advertising efforts.