Foxwoods deals players winning hand with SAS®

  • SAS
  • 07.24.12
Using SAS Analytics, Foxwoods® Resort Casino captures and analyzes both gaming and nongaming data to develop more profitable guest relationships.

Connecticut-based Foxwoods offers a wide variety of amenities in addition to its world-class gaming, including deluxe accommodations, fine dining, extensive entertainment, shopping and more. Facing increasing competition, Foxwoods is taking a deeper dive into powerful analytics from SAS, the leader in business analytics software and services.

Foxwoods generated a comprehensive view of each guest across multiple business channels – gaming, loyalty program, hotel, food and beverage, event ticketing, spa and salon, retail and the golf course. Using SAS to analyze and report on its integrated data is helping management understand preferences and purchasing patterns and so they can optimize customer lifetime value.

Guest Profitability and 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.”

The SAS Analytics rollout is 90 percent complete, and analytics benefits already flow to CRM, staffing, gaming, hotel occupancy, demand forecasting for rooms, and optimizations based on business leads and customer mix. Tracking contacts across campaigns and segments helps Foxwoods avoid offer overlap. SAS® Enterprise Miner™ predicts how likely a guest is to respond to offers. Targeted offers are matched to individual preferences, so there may be 400 variations of a mailer. Foxwoods uses SAS to identify and then address potential attrition. With its more timely and targeted communications, Foxwoods raised marketing campaign ROI – reducing mailing costs while improving 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.”

SAS underpins all Foxwoods marketing initiatives, including the loyalty program. Using SAS to create, execute and track monthly campaigns makes marketers more self-sufficient and reduces IT support. Labor-intensive tasks that once tied up several people for a week are now completed by one person in a day. Daily reports on promotional redemptions allow on-the-fly adjustments to help maximize redemption, making the process very efficient. A recent video on the SAS YouTube channel highlights the ways Foxwoods succeeds with SAS Analytics.

Self-service Business Intelligence

With SAS in-house, the answers are always within reach. Decision makers can drill into SAS reports to identify trends across segments and geographies, identify key elements of campaign successes, understand guests’ full use of the property, identify new opportunities and improve marketing communications.

“Using SAS Enterprise BI Server, Foxwoods no longer needs to purchase reports from source system vendors,” said Michael Kutia, director of hospitality systems at Foxwoods Resort Casino. “We were struggling with a costly and time-consuming process of re-keying spreadsheets, PDF and Word reports each month. Our previous systems made it very difficult to answer questions about our business performance. SAS Enterprise BI Server shows us everything from operations to financial performance. With SAS, our executives – as well as marketing, gaming, hotel operations and retail managers – are making more knowledge-driven decisions without needing to call on IT.”

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