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Station Casinos

Station Casinos needed a unified, 360-degree view of all its customers and their activities. Real-time data capture and integration supplies the analytics needed to provide immediate promotional offers to the guests and give them an incentive to return to Station Casinos.

Station Casinos, Inc. is the leading provider of a total casino experience in Las Vegas. Its 18 casinos and hotels are regional entertainment destinations and include such amenities as restaurants, entertainment venues, movie theaters, bowling, and convention/banquet space, as well as traditional casino gaming offerings.

Challenges

  • Develop and execute tailored marketing campaigns geared to maximizing customer acquisition and retention
  • Support Station Casinos' leadership as gaming provider to people who live and work in Las Vegas
Station Casinos is moving to a position of customer centricity with Informatica. The technology allows us to align service levels to customer value to drive deeper, long-term, and profitable relationships. It improves business agility and speed to better meet gaming customer needs and gain a competitive advantage. And it enables Station Casinos to make relevant cross-sell and up-sell offers to customers.
— Jeff Martin,
Director of Business Intelligence,
Station Casinos
Read Success Story PDF

Results

  • Expanded number of targeted customer segments from 40 to 160
  • Increased monthly slot revenues by 4 percent
  • Reduced database marketing reinvestment costs by $1 million per month
  • Cut monthly $13 million slots promotion budget by $1 million
  • Increased guest retention rate from 72 percent to 86 percent in four months
  • Lowered marketing production and processing expenses by $500,000 per month
  • Increased new member acquisition rate by 160 percent in 12 months
  • Reduced data input error rate from 80 percent to 1 percent
  • Helped deliver a rewarding experience guests want to share with others and return to again and again
  • Directed messages to customers more accurately, with extended personalization and delivery in real time, using various points of contact

Technologies Used

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