Company Background
This premier hotel, gaming, shopping and entertainment destination is one of the largest resort casinos in North America. They offer a vast array of gaming in six casinos, several AAA four-diamond hotels, and numerous restaurants that serve a variety of meals ranging from gourmet to express. Additional amenities include world-renowned spas, awarding-winning golf, state-of the-art theaters, and a host of exclusive retailers.
Objectives
Casinos have been mining enormous amounts of customer data for a longer time period than other industries. Most have mastered the art of customer relationship management and, using loyalty cards, can track a variety of patron preferences for strategic, targeted marketing.
This gaming organization captured the gaming habits of a vast population of patrons. They also stored demographic, trip, gambling, event, and various other data through their player card system. They know a player will naturally increase his or her rank over time, and needed to identify ways to move a patron up the ranking system faster in order to gain higher revenues.
Resolutions
Destiny Corporation was able to identify various statistical methodologies to move these players up the ranks faster than a player’s normal evolution in gaming. Theoretical win and behavior analysis data points were run using analytics software on an MPP platform. The results were then used in conjunction with targeted marketing campaigns that worked. Rank 7s became Rank 4s in one sixth the normal time.
Benefits
The ability to track patrons allowed for more effective, targeted campaigns that have resulted in increased spending in a shorter amount of time.