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 and convention/banquet space, as well as traditional casino gaming offerings.

“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

Business Need

Fierce competition in the entertainment capital of the world, makes it imperative to target, acquire and retain guests more effectively than other venues.

Understand more about the value of each guest: learning whether a customer spending $50 on the slot machines was as valuable as a customer spending $50 on a blackjack tables.

Challenges

Understand customer trends, usage patterns, and overall experience at the casinos.
Piece together a single view of customer data across different gaming services and locations.

Ensure a customer name is not duplicated in any of the systems

Solutions & Results

Increased monthly slot revenues by 4%.
Cut monthly $13 million slots promotion budget by $1 million.
Lowered marketing production and processing expenses by $500,000 per month.
Reduced data input error rate from 80% to 1%.

Reduced database marketing reinvestment costs by $1 million per month.
Increased guest retention rate from 72% to 86% in four months.
Increased new member acquisition rate by 160% in 12 months.
Helped deliver a rewarding experience guests want to share with others and return to again and again.