Gibraltar-based online gaming company is set to roll out a new high-performance enterprise data warehouse solution to bolster its marketing activities.

The company selected Teradata to supply the betting company with its database and integrated data warehouse platform across's gaming and sports customer bases, in order to create a single customer view across all the company's gaming verticals.

The company said this will enable to segment its customer base and target marketing campaigns more effectively based on previous customer activity. The platform allows users to combine strategic and operational workloads into a single data warehouse and extends traditional data warehouse functionality into the realm of tactical decision making.

In addition to implementing financial reporting across the organisation, the new integrated solution is expected to strengthen the data analytics used for campaign planning, reduce operating costs and contribute to an easier-to-use and maintain business intelligence environment, claimed Teradata in a statement.

"Data analytics are essential to our organisation," said's Group Technology Director Tod Martin. "We believe that the new Teradata solution will be extremely effective in consolidating data generated by our joint organisation, whilst providing the platform for better reporting analytics and insight."

Based in Gibraltar and listed on the London Stock Exchange, is one of the largest online gaming operators. It was created in March 2011 through a merger Bwin Interactive Entertainment AG and PartyGaming Plc.

Current planned developments include the provision of a more widely-available self-service business intelligence model across the wider organisation.

Teradata UK vice president Chris Armitage said that hos company's technology was "well-placed to help drive business performance and consolidate key performance indicators across the organisation."