› Solution Brief
Business Impact
Challenges
A North American hotelier used
SAS® to access key campaign information – e.g., channel used, behavior
exhibited and whether the guest
responded – that enabled improved
contact strategies and increased
campaign response rates.
• Disparate operational systems. Multiple
outlets and cost centers produce operational data that is rarely integrated and is
subject to the different business rules and
data definitions.
• Inconsistent metrics. Key metrics can vary
among operating systems and/or de­partments,
making it difficult to create reports that
represent a complete pic­ture of operations.
• Inaccurate entries and version control.
Reports are often passed among analysts from many departments before
being given to decision makers.
• Unreliable reports. Daily operating
reports often are manual and timeconsuming, which means they are
outdated before they are released.
Get timely, accurate daily operating reports
into the hands of those who need them.
Your Goal:
Our Approach
Access clean, reliable, complete data from across the entire organization, regardless of department or operating system
Due to disparate operational systems, and the challenge of integrating this data according to standardized definitions across
departments, daily operating reports are often not available until it
is too late to take decisive action. SAS approaches the problem by
delivering software and services to help you:
Timely access to accurate and credible information is essential for
executives to take the right actions in the highly competitive gaming industry. Unfortunately, pulling together key data from disparate
operational systems for daily reporting takes so much time, the
information is out of date by the time executives see it. As a result,
they lose the opportunity to take corrective actions immediately and
end up becoming firefighters rather than proactive decision makers.
In addition, analysts spend more time accessing and manipulating data to create reports than they do providing information and
insights, which wastes valuable resources. And inconsistencies in key
performance indicators from department to department result in
time wasted arguing about the data rather than taking action on the
information. Because key operational insights are missed or action
is taken on incomplete or inaccurate information, the business often
misses revenue-generating or cost-saving opportunities.
• Provide decision makers with current, accurate data for strategic
decision making.
• Profile, monitor and actively manage consistency and accuracy of
information across the enterprise to ensure timely access to daily
operating information.
• Integrate and standardize operational data from multiple channels,
systems and properties into a unified, accurate view of all operations.
• Enable business analysts and data stewards to easily cleanse,
standardize, integrate and augment data using a specialized interface and state-of-the-art data quality tools that can be customized for each department or brand.
With SAS, you can gain timely access to accurate and credible
information that is essential for making the right decisions in such a
highly competitive environment.
The SAS® Difference: Automate repeatable tasks
Gaming is a 24/7 business, and quick, decisive action is necessary
to keep you ahead of the competition. SAS enables you to access
important information in daily operating reports faster than any other
vendor. With SAS, you get:
• Integrated data quality procedures that eliminate errors before they
infiltrate your processes, saving you valuable time and money.
• Clean compiled information that enables business users to make
sound decisions based on reliable data, not guesswork.
• The ability to view reports as soon as they are loaded, even if the
entire loading process has not yet been completed.
• A reliable, repeatable process that provides decision makers with
the information they need to respond to market trends, buying
habits or competitive pressures.
Only SAS approaches data integration and analysis as a continuous,
interrelated process. Unlike many systems where separate components must be tuned individually to meet increasing demands, SAS
solutions require no major investments in time or money to accommodate increases in volume or complexity.
Case Study: A North American hotel and
resort company
Situation
The hotelier was using paper-based documents and a variety of
nonintegrated systems to track guest preferences and manage its
guest database. As a result, business users were unable to easily link
information about preferences, stay behavior and promotional activity to a particular guest.
Solution
SAS provided a complete data integration and analysis environment
that enables the hotelier to:
• Access reliable, accurate data from a central, automated data
warehouse.
• Connect key processes through centralized data management
and leading-edge tools that enable quick access to key information.
• Link ROI back to individual guests or guest segments based on
past stay behavior and preferences.
• Track contact records and response information for campaigns.
• Provide information tailored to individual users, whether they
prefer to access high-level trends or drill deeper into the report.
Results
• Improved address accuracy, leading to fewer incorrect mailings.
• Improved ability to calculate profits at the guest or segment level.
• Better understanding of guests’ interaction with promotions, including whether they opted out, viewed information or eventually
booked.
The Vision
Data quality and credibility
Automated report creation
Midprocess report viewing
What if you could integrate all of the data
from your disparate operating systems in
real time, matching patron records, eliminating errors before they were pushed
further into the process, and improving
data access and credibility?
What if, instead of passing complex
spreadsheets from department to
department, your daily operating
reports were compiled automatically
from a credible, accurate data source
with well-defined business rules and
data definitions, thus saving time and
reducing errors?
What if you could ensure that decision makers have the information
needed to do their jobs as soon as
they get to the office or go online?
SAS facts
• SAS has been in business since 1976
and today has customers at more than
70,000 sites worldwide.
• SAS customers make up 91 of the top
100 companies in the 2013 Fortune
Global 500®.
Learn more about SAS software and services for gaming at: sas.com/industry/casinos
SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA
and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies.
Copyright © 2014, SAS Institute Inc. All rights reserved. 104150_S121470.0314
• Gartner Inc. positioned SAS in the
leaders quadrant of its 2013 Magic
Quadrant for Data Quality Tools
and 2013 Magic Quadrant for Data
Integration Tools.