Inside Asian Gaming

INSIDE ASIAN GAMING | July 2013 40 programmight also determine if a customer that visited a company’s casino in Mississippi might be a potential visitor to its Las Vegas property and promote him accordingly, Mr Porter added. Incentive Play InTRact, a BI software product from Tech Results, not only analyzes the behavior of customers, but also computes what incentives might best spur patrons toward return visits and increased satisfaction afterwards. These can be free play credits, comps, discount offers, giveaways, or a combination of several of these. Using this data, a casino also can assure the visitor is comped his favorite cocktail soon after arrival, or include merchandise from his favorite sports team as part of a promotional event. Once on the gaming floor, the program continues to promote longer play by targeting players with ticketless promotions that offer free credits, comps and even instant-winner games through its Free Play Expansion Pack. “Free Play rewards can be much less expensive to casinos that traditional cash giveaways,” said Lars Klander, president and CEO of Tech Results. “And loyalty program members love receivingmore chances to win.” program that enables quick analysis of performance trends, identifying current and potential issues and making more actionable decisions to optimize profitability concerning game placement and promoting guests for greater playing time. Storage Solution Advanced analytics that enable one-to- one level marketing to customers is included in the Data Warehouse solution available from Teradata Corp. Already a popular program in casinos, this solution enables managers to warehouse vast tidbits of information about guests to create “a 360-degree view of each patron,” said David Porter, director of hospitality solutions at Teradata. Going beyond the choice of games and level of playing time and wagers, the solution gathers guest information about type of room and length of stay in the hotel/resort, preferences of restaurants and menu items, and use of the spa or golf course. The program sorts all behavioral data and develops loyalty- generating promotions tailored to the personal level. Such promotions can be aimed at bringingcasual patrons into the casinomore often, or during periods when occupancy of the hotel is normally low. Using this warehoused information, the With gameViz, marketing managers can see where specific groups of customers are playing on the gaming floor. It pulls mailing lists from casino floor maps by directly clicking on a machine or a group of machines and getting a list of players who have played on those machines. And it pulls a list of players from a certain game type or selection of machines and visually shows where else they play on the gaming floor. The system further analyzes free slot play (or other promotions) by where customers are redeeming their offers on the floor and identifies any patterns in profitability based on how the free play is used on the floor, Ms Armstrong explained. Suite Situation Improved visual analysis is also offered by the CDI Global Suite program introduced last year by Casino Data Imaging. This program’s state-of-the-art platform encompasses all aspects of the casino floor in a visualization format including enhanced 2D and 3D graphics for slots, tables and player analysis. This method of presenting and analyzing data visually goes beyond reporting basic key performance indicators and color coding to more interactive, animated and actionable presentations, said George Levine, director of sales and marketing at CDI. GlobalSuite thus provides a powerful yet user-friendly Tech Talk A screen shot from gameViz, a data visualization BI software solution produced by BIS2. The CDI Global Suite program, introduced last year by Casino Data Imaging, offers improved visual analysis capabilities. The data warehouse appliance from Teradata allows operators to market to customers on a one-to-one basis.