Mobile operator Three is deploying an £18 million managed business intelligence platform to aid cross-channel marketing campaigns.

The company has signed a five-year deal with IBM to provide and manage the system, with Three aiming to get a deeper insight into trends throughout its entire UK customer base of 8.2 million, and building customer loyalty as a result.

IBM will supply its Unica Campaign software to enable Three to gain a better understanding of what trends are driving its customer’s usage.

“Three UK aims to provide the right offers to the right customers at the right time," said Three. “IBM software and services will enable us to bring together business and IT to provide the information needed to inform decision making on products, services, stores, networks and marketing communications.”

The IBM technology will allow Three to move beyond simple forecasting by enabling it to predict how certain products and services will resonate with a specific customer demographic. The system is designed to allow the mobile operator to run multiple, concurrent marketing campaigns, which will support its aim of doubling its customer base within the next few years.

In other business intelligence news Gibraltar-based online gaming company Bwin.party is set to roll out a new high-performance enterprise data warehouse system to bolster its marketing activities.

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