Casinos Embracing The Power of Analytics

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Casinos Embracing The Power of AnalyticsThe Mohegan Tribal Gaming Authority of North Carolina has ambitious plans for the US Northeast.

But taking no chances, the organization says, it’s backing all bets with the “power of SAS,” a leader in business analytics software and services.

The group owns and operates casinos in Pennsylvania and Atlantic City, and plans to open another in Massachusetts. The flagship casino, Mohegan Sun Arena in Uncasville, CT is one of the largest US casino gaming floors
Still, tribal leaders recognize that with growth and expansion comes competition.

To keep patrons coming in and to promote the new Momentum loyalty card program, the Mohegan Tribal Gaming Authority looked to  SAS to better understand its customers and increase patron satisfaction.

“Many high-value patrons still receive direct mail from us, even though they prefer email, social media or online. Those mailing costs add up quickly,” said David Martinelli, Mohegan Sun Vice President of CRM and Strategic Marketing. “With a streamlined, all-encompassing view of our patrons, we can maximize and personalize our outreach – in both content and communication channels.”

“We expect significant savings in direct marketing alone by reducing duplication and extending better targeted offers. It’s a win-win: Patrons receive tailor-made offers for things they value and we avoid the costs of sending unproductive mailings,” Martinelli added.

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