SAS Patron Value Optimization Helps Casino and Gaming Industry

SAS has signed a three-way agreement with WhiteSand Consulting and Qualex Consulting Services to deliver SAS (News - Alert) Patron Value Optimization, a new software and consulting offering.

Backed by gaming industry expertise, the solution will help casinos to realize the most value from their customers and improve patron P&L.

SAS Patron Value Optimization serves commercial and tribal casinos and will provide competitive advantage to gaming industry clients.

The new offering will consolidate disparate sources of data such as patron gaming and non-gaming revenue, models and reports on patron information.

Additionally the solution will automate and personalize marketing campaigns to the specific characteristics of the patron, and optimize resources by putting the most profitable and strategic patrons in the hotel rooms, casino floor or the casino property.

With SAS casinos will get a better understanding of customers and enhance customer value. The staff can use the information to prioritize the most profitable patrons.

Moreover, forecasting of rooms and other resource needs will lead to better overall planning and revenue management.

“As the gaming industry becomes more and more competitive, casinos need to better understand their customers,” said SAS Industry Development Manager Suzanne Fiero, in a press release.

He continued: “Non-gaming revenue is starting to surpass gaming revenue in some markets, which requires more effective data integration and analysis. SAS Patron Value Optimization is backed by a team with many years of casino, hotel, technology, marketing and financial experience, as well as a new implementation methodology that should deliver results more quickly than ever before.”

In another announcement SAS said that it will ship SAS Profitability Management in Q4 2006. The solution facilitates faster, better decisions on product-mix, customer-mix, and marketing or sales programs.

Decision makers can use SAS Profitability Management to define the segmentation reports that they need on the fly. Removal of delays in centralized report will create improved productivity since field personnel will be able to create their own reports.

More information is available at SAS.

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Anuradha Shukla is a contributing writer for TMCnet covering call centers, CRM and information technology.