Seminole Hard Rock selects SAS® data mining to boost gaming revenue

Powerful, customizable SAS provides maximum value to sophisticated, new users alike

CARY, NC  (Jan. 25, 2010)  –  Using SAS® Enterprise Miner™ software from the leader in business analytics, Seminole Hard Rock Hotels & Casinos are surfacing customer gems once hidden among millions of database records. Data mining is critically important to successful database marketing.

“After careful evaluation, we chose SAS data mining software because it is powerful and yet customizable enough to work well for both sophisticated and new users,” said Jeffrey Hook, Senior Vice President of Marketing at Seminole Hard Rock. “And the price was right. We expect SAS to pay for itself in three to six months.” 

Hook continued, “We know our database is worth more revenue than we’re currently getting. Our property marketers and product managers are especially excited about the new modeling capabilities. SAS Enterprise Miner’s broad toolset will support our entire data mining process. We can quickly and efficiently produce models that help our marketers reach the right person with the right offer at the right time.”

Enabling smarter marketing decisions

The demand for useful analytical information is growing everywhere. Entertainment and hospitality is no exception. With SAS, Seminole Hard Rock marketing executives can make smarter decisions. One early program is to contact guests who haven’t visited frequently but are likely to come enjoy the casino again when invited. SAS Enterprise Miner will simplify customer segmentation to quickly identify such groups for marketing outreach.

“By fully harnessing and exploiting the power of their data, Seminole Hard Rock can segment their markets for a more targeted marketing approach,” said Tapan Patel, Global Marketing Manager for SAS Data Mining. “In addition to improving patron loyalty, the lifetime value of all patrons can be increased through the effective use of retention, response and value models.”

Miami-based Qualex Consulting Services, a SAS Gold Partner, installed and configured the new solution. SAS provides flexible data mining software for all skill levels to address a variety of complex problems. Going from raw data to accurate, business-driven data mining results becomes a seamless process, enabling the statistical modeling group, business managers and the IT department to collaborate more efficiently.

Streamlining the data mining process

SAS Enterprise Miner creates highly accurate, predictive and descriptive models based on analyzing vast amounts of data from across the organization to improve performance. Forward-thinking organizations use SAS data mining software to detect fraud, minimize credit risk, anticipate resource demands, increase response rates for marketing campaigns and curb customer attrition. 

SAS solutions are built on the common, scalable SAS Business Analytics Framework. With SAS, companies can start with a single solution and evolve at a pace that suits their needs.

About Seminole Hard Rock Hotels & Casinos 

Seminole Hard Rock Hotels & Casinos are the leading entertainment destinations in Tampa and Hollywood, Fla., with the latest Vegas-style slots and Florida's only Blackjack and Baccarat table games. They are two of seven Florida casino complexes owned and operated by the Seminole Tribe, which also owns Hard Rock International, the global restaurant, lodging and casino company.

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