[December 30, 2005]

Teradata Selected to Boost CRM for Mohegan Sun

BY SUSAN J. CAMPBELL

TMCnet Communications and Broadband Columnist

In an effort to achieve differentiation in an extremely competitive market, Mohegan Sun, one of the largest entertainment destinations owned by the Mohegan Tribe, has implemented data warehousing and customer relationship management (CRM) services from Teradata, a division of NCR Corporation. The products from Teradata were selected in order to optimize Mohegan Sun’s one-to-one marketing efforts.

Mohegan Sun was faced with the challenge of creating promotions that would appeal to patrons, enticing them to see the value-added benefits of the company’s world-class business and entertainment model.

According to Rob Berman, vice president of retail at Teradata, the campaign movement and data analysis solutions offered by Teradata, combined with the support of its Professional Services group, will help Mohegan Sun meet the goals of improving patron relationships and optimize marketing offers.

Teradata was chosen by Mohegan Sun due to their proven warehouse methodology and framework, as well as the company’s specific experience in the gaming/hospitality industry, according to Darrel Kammeyer, vice president of Customer Relationship Management. Teradata’s scalable solution will address the one-to-one marketing challenge and other IT issues.

Kammeyer went on to add that the Teradata Data Warehouse and Relationship Manager provide the most complete and flexible set of variables for defining patron profiles, allowing Mohegan Sun to base their CRM initiative on strategic segmentation instead of ad hoc direct mail campaigns or similar demand creation activities.

The Teradata Relationship Manager Version 6 was just introduced in September and is the newest solution for CRM. This new portfolio is a browser-based application that combines analytical intelligence and marketing automation to improve targeted customer communications based on the customers’ habits and preferences.

Mohegan Sun is purchasing Teradata Professional Services, education and training services and implementation services in addition to the data warehouse and customer relationship solutions.

Mohegan Sun is situation on 240 acres along the Thames River in southeastern Connecticut. The location was originally the Casino of the Earth in 1996, but has evolved into the Casino of the Sky with over 300,000 square feet of total gaming space; The Shops at Mohegan Sun housing more than 60 retail shops and dining locations; the 10,000-seat Mohegan Sun Arena and a 34-story luxury hotel.

Teradata is a global provider of enterprise data warehousing, analytic applications and data warehousing services. Located in Dayton, Ohio, Teradata has developed over 25 years to serve 800 customers worldwide.

Mohegan Sun appears to be following the lead of one such hospitality expert that defined service - the Ritz Carlton. The basic mantra is to find out what customers want and like and be sure that they get it. The approach is really very simple: make customers feel welcome and wanted to the extent that no other location will meet their expectations. Not only does this help differentiate the Ritz Carlton from other luxury hotels, it also enables them to be able to realize significant profit margins.

For Mohegan Sun, their challenge is to ensure that not only will current customers continue to patronize their establishment, but that new customers will consistently become loyal customers. They have already established the gaming space, the shops and the dining; now they must be able to deliver the service and offer the promotions that put the destination at least one step above the competition.

Service Provider Summit

Be sure to catch the debut of the Service Provider Summit at the upcoming INTERNET TELEPHONY Conference & Expo, EAST, which runs January 24-27, 2006, in Fort Lauderdale, Fla., focusing on key issues number portability, ENUM, e911, IMS, SIP and much more.

Susan J. Campbell is a contributing editor for TMC and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.

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