Data Analytics in the Casino Industry.

Like other industries the gaming and hospitality groups also require data analytics to ensure business growth and profitability.  In these industries analysis is conducted to gain insight on the future needs of patrons. According to www.sas.com  “Gaming and hospitality companies need to apply advanced customer analytics to gain a deep understanding of patrons’ needs, preferences, value and behavior; thereby improving loyalty and retention, and ultimately increasing revenue and profits.”
Matching customer records and matching their interactions will enable these industries to enhance their services through strong analysis and separating the positives from negatives. It also helps to determine preferences among individual customers.  There can better understanding of customer’s behavior through correct segmentation techniques. The techniques allow analyst to determine patron value and also allows them to identify opportunities of adding additional products to complement what is already available.  
Gaining an edge in the market would require gaming companies to conduct a 360 degree analysis of customer activities of all areas of the Casino properties for example; restaurants, rooms and the Casino itself.  An important analysis that can be done is the spending behavior of a patron to determine his/her value to the business.  Patron Value optimization surfaces a property’s most valuable patrons, and gives you the insight to offer them the right incentives. You also gain insight for improving customer service.


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