:: REVEAL ::

Casinos

Casinos are in many ways akin to retail businesses in that revenue and profitability are directly related to the quality of the customer experience. There is however one key difference, unlike retail they cannot simply increase the size or number of business units to grow revenue. They must therefore achieve this through a continued focus on customer service and efficiency

"Reveal has quite literally been a revelation for us. It has helped us to see aspects of our customers and business that we did not know, we did not know. We have invested heavily in establishing a contemporary business intelligence infrastructure in the last two years. Reveal is one of the key tools within the suite of analytical, visualisation and mining tools that we currently use within the business. We see the further development of this tool in particular, adding significant additional value to our analytical capability.

In addition, the relationship that we have established with Reveal has been invaluable. The partnership approach that has been developed between our organisations adds significant value for both of our businesses. We value this relationship highly".

Don Jones, Director of Planning and Development at Jupiters

Some Key Benefits for Casinos using the Reveal system are:

A powerful tool to gauge the effectiveness of discounted/subsidized facilities or promotional events used as a marketing strategy to attract people to the casino gaming floor
With real-time monitoring of traffic within the establishment casino executives can accurately determine the proper times to open and close tables to provide the atmosphere they desire
Optimization of staff to customer ratios to ensure appropriate proactive deployment of security, dealers, cocktail waitresses, etc
Combining Reveal traffic data with slot and table games management systems to evaluate potential demand against achieved revenue and to evaluate the product mix to maximize revenues

As one marketing director told us, " It is very simple. The number of customers times the player gaming ratio equals revenue. My job is to increase the total number of people that visit the casino and hopefully attract the type of customer that will be comfortable in our casino and spend their time and money here. Now, when revenue changes from historical trends, I can identify whether the change (good or bad) is the result of our external marketing operation or internal customer satisfaction. Before, I was just guessing."