Casino preps for competition with SAS® Data Management, SAS® Analytics
Master data management and analytics to boost patron retention, outreach for Mohegan Sun casino
The Mohegan Tribal Gaming Authority has ambitious plans for the US Northeast. But taking no chances, it's backing all bets with the power of SAS®.
The group owns and operates casinos in Pennsylvania and Atlantic City, and plans to open another in Massachusetts. The flagship casino, Mohegan Sun Arena in Uncasville, CT - one of the largest US casino gaming floors - attracts award-winning performers and is consistently ranked among Billboard's top five arenas, winning Best Arena of the Year at the 2013 G2E Global Gaming Conference.
Still, tribal leaders recognize that with growth and expansion comes competition. Known for excellent customer service, extensive entertainment and dining options, and exciting gaming by loyal patrons, the organization needed to ensure those same patrons are treated like the treasures they are, at any venue they visit. With the new loyalty program, Momentum, targeted communications and incentives are more important than ever.
To keep patrons coming in and to promote the new Momentum loyalty card program, the Mohegan Tribal Gaming Authority looked to business analytics leader SAS to better understand its customers and increase patron satisfaction.
"Many high-value patrons still receive direct mail from us, even though they prefer email, social media or online. Those mailing costs add up quickly," said David Martinelli, Mohegan Sun Vice President of CRM and Strategic Marketing. "With a streamlined, all-encompassing view of our patrons, we can maximize and personalize our outreach – in both content and communication channels."
Mohegan Sun brought in SAS Master Data Management and upped its analytics capabilities with SAS Enterprise Miner™ and SAS Visual Analytics. SAS Master Data Management delivers a consistent, real-time, operational view of patrons throughout the casino, including hotel check-ins, table games, slot machines, spas, golf courses and more. Now Mohegan Sun hosts and staff can respond to patrons, no matter where they interact within the venue, and initiate actions at the point of engagement - not after they have gone home.
"We expect significant savings in direct marketing alone by reducing duplication and extending better targeted offers. It's a win-win: Patrons receive tailor-made offers for things they value and we avoid the costs of sending unproductive mailings," Martinelli added.
He expects the customer intelligence effort to expand to include non-gamers visiting the Mohegan Sun resort for a show or dinner. The casino will kick off its data management strategy and long-term plans could include managing assets such as slot machines.
To learn more about how to get more value from enterprise data assets, please download the whitepaper The Intersection of Big Data, Data Governance and MDM.
About the Mohegan Tribal Gaming Authority
The Mohegan Tribal Gaming Authority is an instrumentality of the Mohegan Tribe of Indians of Connecticut and the owner and operator of a gaming and entertainment complex located in Uncasville, CT, known as Mohegan Sun; and a gaming and entertainment facility located in Plains Township, PA, known as Mohegan Sun at Pocono Downs. See http://newsroom.mtga.com.
About Mohegan Sun
Mohegan Sun, owned by the Mohegan Tribal Gaming Authority, is one of the largest, most distinctive and spectacular entertainment, gaming, shopping and dining destinations in the United States. Situated on 185 acres along the Thames River in scenic southeastern Connecticut, Mohegan Sun is within easy access of New York, Boston, Hartford and Providence. It is located 15 minutes from the museums, antique shops and waterfront of Mystic Country. More information is available by calling 888-226-7711 or visiting mohegansun.com. Connect with us on Facebook, follow us on Twitter, like on Pinterest and view us on YouTube.
SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.