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By providing a clearer understanding of patrons to help maximize customer value, SAS for Patron Value Optimization arms you with fact-based insights so you can give priority to the most profitable patrons in the hotel, casino, events or spa. In addition, forecasting resource needs allows better overall planning and further maximizes profitability.
SAS for Patron Value Optimization enables you to:
- Consolidate disparate gaming and non-gaming information for a comprehensive patron view.
- Model, report and analyze patron information.
- Automate and personalize campaigns.
- Optimize your resources by putting your most profitable patrons in your hotel, casino floor, events and property – ultimately maximizing your patron profit and loss.
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To deliver these benefits, SAS offers these capabilities:
Patron data quality and integration – Bring gaming and non-gaming data together from different sources to create a total patron view for segmentation purposes. Unless a hotel/casino creates a single source for player/patron information, you can spend a great deal of time trying to match people from different systems. Patron ID data is not always collected from different systems for a variety of reasons: perhaps the data is not required, there is no place to enter the data, there is no incentive for a player to use their player card, etc. SAS can allow for this data to be captured, cleansed and consolidated ensuring the best possible holistic view of the patron.
Patron value – Measure, analyze and report on total patron value; i.e., the amount a player/patron spends at your property or properties, whether it is pure gaming spend, hotel, spa treatments, entertainment or any other activity that you wish to measure. This helps provide a more accurate assessment of what your patrons are worth to your property.
Patron segmentation – Segment patrons by customer worth, booking trends, behavioral factors and other relevant business patterns. With SAS you can see a total guest view for more effective business insight, including guests' preferences, likelihood to respond to promotions and travel trends.
Patron predictive modeling – As little as one percent of overall customers can be driving as much as 20 percent of company revenue. With SAS you can build models that predict patron frequency and worth into the future. Historical data shows how often a customer visits your casinos, but predictive models reveal which customers are likely visiting other casinos in the market as well. Once SAS identifies these customers, you can target them for campaigns that attempt to increase their loyalty. This enables you to have more profitable marketing campaigns, more granular segmentation – and to target only those who are most likely to respond. You can also customize its predictions for each regional market, which is important because frequent customers in one city can look quite different from frequent customers from another.
Patron forecasting – Accurately forecast overall future casino activity by segment or by property. By forecasting the number of patrons, SAS also helps to forecast staffing to optimize resources needed to properly serve the forecasted patron demand.
Patron reporting and business intelligence – Exploit this vital information with high-end reporting and data visualization tools so that information can be shared across the enterprise among guest-facing personnel, decision makers and business analysts. Better understand the impact of gaming and non-gaming revenue, as well as player preferences.
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Industries
Aerospace
