Sky flying high in Leeds as it uses data to boost business

Mark Pybus.
Mark Pybus.
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We spoke to Mark Pybus, Sky Betting & Gaming’s Head of Data Engineering, during @bigdataweek #bdw16.

He told us: “Big Data analytics is one of ‘eight great technologies’ in which the UK is internationally competitive.

“Sky Betting & Gaming’s data team were delighted to join a meet-up as part of the UK Big Data Week in the city on Monday.

“Data plays a visible and pivotal role in the continued performance of our business, as we leverage data, digital technology and new media channels to drive innovation.

“Product evaluation, fraud prevention, customer profiling, price-based offer models and customer engagement strategies are all data-driven facets of the business that have allowed us to become one of the most advanced in-play and real-time betting operators.

“Leeds tech might be entering a snowballing phase, but for the city to reach its full potential, it needs to be THE destination for tech companies outside of London, so we need to compete with London directly and play to our strengths.

“People moving from London to the North can find a better quality of life, with much cheaper housing and a much shorter and easier commute.

“Government figures show the average Yorkshire commute time is half that faced by Londoners (22 minutes vs 45 minutes).

“Leeds is the top UK city for people this year in the Arcadis Sustainable Cities Index, which rates 100 global cities on work-life balance, education, affordability, income equality and health.

“The more we talk about the lifestyles on offer here, the more we’ll attract the people who will make our digital promise a reality.”

For further information on Leeds Big Data Week, visit www.leeds.bigdataweek.com/contact.

The Yorkshire Evening Post recently launched its Digital City platform in partnership with Sky Betting & Gaming.

The platform is designed to highlight the giant strides being made by a sector that boasts around 3,000 organisations in Leeds.