VANTIV
Hello, data science
Vantiv Entertainment Solutions have created the tools to allow casinos to see the full vista of their customers’ spend – and it could change the face of player marketing and communication for good.
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f you think of your casino’s marketing offering to players, it is likely to be based on historical data and data from your own gaming floor – but Vantiv can now blow that wide open and give operators a much fuller, more rounded view of
their players by bringing customer spend outside the gaming floor to the table. Operators can now create profiles that are truly tailored to their customers, and fully embrace the concept of lifetime player value. Joe Pappano, Senior Vice President, Managing
Director, Vantiv Entertainment Solutions spoke to Casino International about their product.
Casino International: What is Vantiv? Joe Pappano: We are a merchant acquirer, and we simplify payment innovation by accepting debit, credit, any type of electronic transaction, and we facilitate those transactions for merchant acceptance, whether that’s online, via a mobile device or any kind of brick-and-mortar setup. We process transactions, today we are moving well over 22 billion electronic transactions on an annual basis. We turn plastic into cash for merchants, we make it seamless and we provide the appropriate value-added services in terms of data science, security solutions, providing alternative payments, dispute management, a lot of the back-end reporting; we simplify a very complex industry regarding payment acceptance. Think of Vantiv as controlling the last mile onto the card networks and onto the issuing banks. We provide secure, simple, safe transactions.
CI: What do you mean by data science? JP: Think of the analytics. Everyone is trying to gain a better understanding of who their customer is, their buying behaviours, how can they better incentivise, understanding the lifetime player value, their affluency status, trying to understand them to give them a better customer experience.
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What customers may be at risk, appropriate life cycle, share of the wallet; it’s really about understanding in our industry by leveraging payment data in customer spend and their behaviours to ultimately take all that and provide a much more seamless and better customer experience, and to understand their preferences, or to better incentivise or reward to conduct additional activity.
CI: I’m not sure most gaming organisations are structured to disseminate such data into something meaningful… JP: You bring up a great point. When you take a look at Vantiv, we have been moving payments for over 40 years, with many industry leaders; we are very big in the supermarket industry, we are big in drug stores, retailing, e-commerce-type companies. About six years ago we took a platform and the technology of our industry-leading experience, and we wanted to migrate into the gaming industry because we could see the convergence of payments and gaming, and the gaming industry was moving towards being ‘electronified’; what excited us, when you look at the data analytics or science, is that gaming has always been measured based on what you either do online at a specific site, or what I did within the four walls of that casino. The only way they had any intellectual data on you and your behaviours was based on measurable or trackable data. If I used a player card, that allowed them to track me. What they could understand from that was what type of game I was playing, the duration of the game, some of the specifics within their four walls, my preferences. What we are able to do by the convergence of the gaming industry and the payment industry, two highly-complex and highly- regulated industries, is to take all the enhanced payment data to augment that customer’s profile.
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