Paddy Power has recruited the help of marketing software solutions firm Unica Corporation to help make head or tail out of its expansive betting product. It is unsure how much the Irish bookmaker is paying Unica to be told to stop trying to cash in on every single last topical news item – from airlines going bust, to volcanic ash in Iceland to cases of paedophilia in the Catholic church – and copying other bookmakers odds – but we can only guess it’s a lot. Read more.
Paddy Power asks Unica to analyze this
