In today’s digital world, data plays a major role, even when we talk about sports like horse racing. In fact, data has become the most valuable resource on the planet, especially after the introduction of AI and machine learning.

So, why? Well, data, as you probably already know, can be used in many different ways and I bet you are using all kinds of data every day to make decisions without even noticing. When it comes to horse racing, it can be used for predictive analysis of races, injury predictions, betting, and marketing. The last one is kind of a big deal for horse racing, and there is a good reason for that. Although we are talking about one of the oldest sports in the world that entertained fans for hundreds of years, horse racing is losing its charm. Yes, one of the greatest sports in the world might be dying in front of our eyes, but we still haven’t noticed it.

How? Well, horse racing is losing its popularity among an important generation. Gen Z and Alpha. For whatever reason, younger people are not really interested in horse racing, and this is a big deal when it comes to securing a bright future for the sport.

Okay, so if this is a big deal, why aren’t many organisations doing something about it? Well, they already changed their approach, and we see a lot of digitalisation in the industry, with the purpose of making the sport more appealing to younger people.

The Power Of Big Data In Horse Racing

We know that big data is important, but to what extent? Well, we aren’t talking only about collecting information from races, it is about understanding every aspect of the sport from horses to jockeys and fans, and everything in between.

At the moment, data is mostly gathered around the horse where they collect race performance, biometric readings, weather conditions, fitness, movement, and whatnot. This data is then put in a live algorithm predicting the horse’s current state. This technology alone will help the sport win points as it will become more ethical towards animals.

We also have other data-collecting ways like wearable tech and, the E-Trakka system, and all of this is done just to make horse racing a safer sport. On top of that, this data can be used by horse trainers to make more strategic decisions or notice certain health conditions early and stop pushing horses to their limit.

Lastly, this data is also helpful for us, the fans! How? Well, now you can browse large piles of data online, which is not only entertaining, but you can also increase your winning chances if you place a bet. There is nothing better than checking the 2024 Breeders’ Cup morning line odds, armed with a large pile of data. You’ll definitely make a more accurate betting decision.

Precision Marketing Meets Horse Racing

Now let’s talk about how data can play a big role in precision marketing, which is kind of the whole point of this article. So, big data not only helps horses win races, but it also helps businesses get more customers and when we talk about businesses, we usually mean races.

Precision marketing is the holy grail tool that everybody wants to get their hands on. Why? Well, this is a tool that is powered by a large pile of data (hard to get) and it analyses the potential buyers based on their preferences (kind of like what Facebook does for targeting).

Therefore, the ads you serve to your potential customers are more relevant, which means a better CTR, and lower cost for a conversion. 

What Does This Look Like In Action?

Well, the power of this technology is truly limitless. It can be used in so many different ways it is hard to imagine. 

The best part? It is a win-win-win scenario. Customers get what they want and they get to see less boring and irrelevant ads, and businesses get new customers. Basically, precision marketing targets customer demands and matches them to the businesses that offer such services or products. This technology can also help horse racing grow in popularity, which is the main concern at the moment.

Marketers can also segment audiences based on how they interact with horse racing. Whether someone is a die-hard fan who follows every race or a casual bettor who dabbles occasionally, they can receive marketing materials that match their interest level. And when marketing feels personal, it’s much more likely to convert.

Benefits Of Big Data-Driven Marketing

1. Better Targeting: With all this data, you can pinpoint exactly who’s most likely to respond to your marketing. No more wasted ad spends!
2. Increased Customer Retention: Personalised marketing makes customers feel valued, which means they’ll stick around longer.
3. Higher Engagement: When the content is relevant, people are more likely to engage with it—whether it’s an ad, an email, or a promotion.
4. Informed Betting Decisions: Not only are marketers benefiting, but fans are too! Thanks to platforms like Equibase Stats Central, bettors can now access data that allows them to make more informed predictions, looking at factors like jockey success rates, diet, and even weather patterns​.

The Role Of Predictive Analytics In Betting

Predictive analytics is where big data really flexes its muscles in horse racing. Using algorithms that crunch vast amounts of data, bettors, and trainers can gain insights into race outcomes. This has already started to revolutionise betting, making it more data-driven than ever before. But it’s not just about predicting who will win.

Predictive analytics can help pinpoint:

• Which horses are more likely to win under specific conditions (track type, race distance, weather).
• When a horse might be at risk for injury, allowing trainers to make more informed decisions about race entry​.

Of course, bettors benefit from this too. Whether they’re analysing the success of jockeys or trying to account for the mood of a horse (yes, that matters!), there’s now a wealth of data that can be used to make more informed bets.

So, How Can Businesses Leverage This?

1. Data-Driven Customer Journeys: Imagine the entire customer journey being tracked and optimised—from the moment a potential bettor lands on a website to the time they place their bet. Data points like which pages they visit, how long they stay, and what kind of bets they’ve made before can shape a highly personalised journey.
2. Programmatic Advertising: With all this data, marketers can use programmatic ads to target the right people with the right ads—like a free bet promotion being shown exclusively to users who’ve placed similar bets in the past.
3. Content Personalisation: Betting platforms can create customised content, such as predictive articles or bet tips, for users based on their past behaviour. This not only keeps customers engaged but makes them feel like the content is written just for them.