VIZEXPLORER
analysis, player level analysis to help you figure out who are your best players, what are the right offers to give them, products designed to address VIP players in a similar way, and we can do all of this in real time. We also have a product we call greetViz™ which is
flying off the shelves and because you have this real- time functionality with your players, we can see your number one player, and know when he shows up on the gaming floor. Usually to greet that player you would have to call someone, but now we can see that player as soon as they plug their loyalty card into a machine. We can put triggers in so that if nobody gets in contact with him within 30 minutes, that can be escalated so someone takes care of it. It’s taking that data and using it to increase revenue and create a better visitor experience.
CI: If I look at my visualisation, see I want to
move a slot, then move it, does the system know this or do I need to manually update it? TD: We pick that up and make that change. It’s about making that day-to-day analysis easy so you can make more money. You’ve changed this game from one to another, and the revenue per day is down. When I was a slot analyst this was all manual but now you can see what’s up or down in revenue, you can see where you need to take action immediately.
CI: Casino have so much data but so often lack the skills to do anything with it. This seems to address a lot of issues.
TD: We like to say that if the folks creating the
CMS systems were doing their jobs and creating operational systems for operators, we wouldn’t exist. Luckily, we have found this niche. For a casino, maybe they can find a really technical person, but they’re not very analysis driven and all they know how to do is get that data out. You might have other people who are very analytical but they’re not database people. We solve those problems. Then there’s the need of the general manager – I just need to know these five things to help my business run more efficiently, we can show those pockets. Our product works really well for our clients with
only about 300 slots and two or three people in their marketing team all the way up to casinos with 5,000 or 7,000 slots. With a smaller venue like you might find in the UK,
you still need to see what’s working and what isn’t. As I mentioned, we can do the same thing for
player level data, so it’s the same concept but with people instead of slots. You have their address on screen, they are heat-mapped, and the hotter the player, the more valuable they are. All of their relevant details are there. I can select players by their demographics as well, and in that way it can assist with marketing too. We can interface with all the major US systems and pull their data. We can also say ‘I want to send this group of players some kind of offer’, and we interface with the CMS easily to give them an offer by direct mail, email, SMS or whatever the casino uses.
JANUARY 2017 87
Photo: Jakub Jirsak/Adobe Stock
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