Seminole Gaming Wins Computerworld Editor's Choice Award
Gaming leader leverages SAS data mining to drive high value business successes
To “see into the future” of customer behavior, Seminole Gaming chose SAS® Analytics software and streamlined their data mining process, creating accurate descriptive and predictive analytic models on big data. Seminole Gaming's implementation of SAS® Enterprise Miner from the leader in business analytics was a key component in their Computerworld "Best of BI" Editors' Choice Award due to its ability to quickly identify optimal opportunities.
SAS® Analytics reduces costs, improves sales
"We quickly trained two team members on SAS," said Dr. Ralph Thomas, Vice President Strategic Analytics and Database Marketing at Seminole Gaming. "Their predictive models had immediate, positive business impact. Using SAS Enterprise Miner for response models, we reduced mail costs significantly with minimal loss in responders." Seminole Gaming also analyzes customer visitation trends with SAS to alert sales on new leads and follow-up needs. "Casino operators have high confidence in SAS Analytics," added Thomas.
Payback began quickly. In the first SAS training session, modelers built a decision tree model for monthly player data to forecast which players would return next month. "To our amazement, the practice model identified a key metric which led to a very profitable program that runs at all our properties now," said Thomas. To quantify SAS ROI, Thomas's team tested direct marketing campaign models and statistically proved that they provide annual benefits exceeding $5 million. "We're on track to exceed $30 million in realized benefit over our first five years using SAS Analytics."
Dr. Thomas will speak at Computerworld Business Intelligence & Analytics Perspectives Sept. 9-11 in Phoenix, about his team's SAS Analytics implementation. Read the SAS blog post on Dr. Thomas' customer analytics work.
In addition to its two Seminole Hard Rock Hotels & Casinos in Tampa and Hollywood, Fla., the Seminole Tribe owns and operates five more Seminole-branded Florida casinos in Coconut Creek and Hollywood on the Southeast coast, in Immokalee near Naples, on the Brighton Reservation north of Lake Okeechobee and on the Big Cypress Reservation south of Lake Okeechobee. The Seminole Tribe has long been recognized for innovation in its gaming and other businesses. It opened its first high-stakes bingo hall and casino in 1979. That facility was the forerunner of the Indian Gaming movement throughout North America.
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