Foxwoods Studies Guest Analytics To Increase Loyalty

ICTMN Staff
7/23/12

In the face of increasing competition, Foxwoods Resort Casino is examining its analytics to better understand guest preferences and purchasing patterns.

The Mashantucket, Connecticut-based casino has hired the company SAS Analytics to gather data on each guest in various business areas: gaming, loyalty program, hotel, food and beverage, event ticketing, spa and salon, retail, and the golf course.

The casino's ultimate goal is to improve its services based on guest inclinations in hopes of earning customer loyalty.

"Foxwoods is making good progress strengthening its affinity with guests," said Kelly McGuire, executive director of the hospitality and travel global practice at SAS. "Using analytics with customer lifetime value methods allows the resort casino to address profitability and loyalty in tandem so it can focus loyalty efforts on its most profitable guests."

While the implementation of SAS Analytics is at 90 percent complete, observations are already benefiting casino and hotel operations, a press release states. SAS's Enterprise Miner helps the casino better target and time offers to guests by predicting how likely a guest is to respond. As a result, Foxwoods has raised its marketing campaign return on investment, reduced its mailing costs and enhancing guest loyalty.

"With SAS, we align promotions with each guest's value and preferences, and that improves their on-property experience," said Roger Allen, director of database marketing and analysis at Foxwoods. "Our tailored packages showed an immediate lift, becoming even more profitable as those guests returned more frequently and stayed longer."

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