South Point Hotel, Casino & Spa selects SAS® for Patron Value Optimization
SAS predictive analytics tip off gaming leader on what customers want
The Premier Business Leadership Series, LAS VEGAS (Oct. 27, 2010) – How can you give customers more of what they want? Michael Gaughan's South Point Hotel, Casino and Spa is using SAS for Patron Value Optimization to model, analyze and report on casino patron information. Using the resulting insights, staffers are creating campaigns that build and maintain the casino's most valuable relationships and maximize customer value. The new software from the leader in business analytics software and services powers South Point's customer-focused marketing. SAS Gold Partner Qualex Consulting Services sped the implementation.
Predicting the right offer, building and maintaining loyalty
SAS for Patron Value Optimization lets South Point know its customers better, providing a total guest view that reveals patron preferences and the likelihood to respond to promotions. South Point saves time and money by targeting campaigns to those most likely to respond, and customers are happier to receive offers they value.
SAS makes quick work of monthly loyalty card updates, which previously required hours of manual effort. SAS segments South Point patrons by gaming trends, behavioral factors and other business patterns to improve the effectiveness of reward offers.
SAS also helps South Point predict future patron worth by applying predictive models that reveal signs a customer may visit other casinos. The staff can communicate proactively, saving the high cost of regaining customers who have left, as well as the months or years it takes to rebuild a customer's trust and loyalty.
Analytics drives tailored offers
"People come back to South Point because we treat them well and they feel comfortable here," said Cliff Paige, Director of Slot Operations at South Point. "We want to give each customer the offer that fits their preferences and, at the same time, fits their value. We listen to their feedback, including postings on Facebook and Twitter. In the past, we relied on simple metrics. Having the right software now, we can do much more. SAS gives us the sophisticated analytics we need to know where the market is going before it gets there so we can effectively tailor our offers."
The South Point is a 2,160-room resort in Las Vegas providing affordable luxury while catering to visitors and locals alike. This casino destination features a world-class spa, bowling center, eight restaurants, showroom, movie theaters, equestrian arena, convention center, exhibit hall, bingo and all of the casino games that made Las Vegas famous.
Today's announcement came at The Premier Business Leadership Series event in Las Vegas, a business conference presented by SAS that brings together more than 600 attendees from the public and private sectors to share ideas on critical business issues.
About Qualex Consulting Services
Qualex Consulting Services Inc. is an award-winning leading BI software integrator headquartered in Miami, with international offices in London, Mumbai, Buenos Aires and Santo Domingo. With more than two decades' worth of experience integrating SAS software, Qualex provides software and consulting services primarily to large enterprises and medium-sized businesses worldwide, including federal, state and local governments as well as key organizations in the gaming and hospitality, financial services, insurance, telecommunications, energy, pharmaceutical, manufacturing, retail and health care industries.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world
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