Marketing Automation and Enterprise Integration

OneView offers your gaming enterprise unparalleled integration across all systems which touch your customers. Technically elegant, automated, and easy to maintain, OneView gives you a true 360° view of your most valuable assets - your customers. With OneView, you can turn knowledge into marketing success, and revenue growth.

The Challenge

Today's gaming enterprises need to manage much more than just gaming activities. Enhanced, resort-type casino environments may have food and beverage operations, hotel management systems, event management systems and other activities - like golf or water sport operations - each with its own specialized computer system and database. Although each is typically run as a profit center in its own right, the casino's primary margins are made through the gaming operations. Each system records information about the customer (player) base in its own fashion, often redundantly. Each has information about the customers that could be valuable to the Marketing department, if that data could be consolidated into a single view.

To further complicate matters, each system has the ability to change key customer profile data independently, so that critical information including name, address, phone, preferences and other data can be different on each system, making data correlation even more challenging.

Traditional casino management systems do not have the ability to manage and display all of the data from all possible sources, nor to keep customer master data reconciled between the systems.

OneView leverages SE's extensive integration experience and partnership with Microsoft Business Solutions and Siebel Front Office to provide a unique and powerful solution.

The Solution

The keys to any data management solution are the designation of the repository of master data, and the programmatic enforcement of data reconciliation and integrity. This can be accomplished by having a single point of entry for critical data like customer profiles, and ensuring that all entries and data modifications are made on that single system. However, with the many diverse systems and system requirements within an enhanced Casino environment, this will often be impractical or awkward for the end user: having to be logged onto multiple systems with different looks and formats depending on the customer operation that is being performed.

A preferred solution is to allow each system to do what it does best, and maintain a central data repository where all customer centric information is stored and maintained. Any change to the customer profile data at any customer facing entry point will cause an update to the central repository. Changes to the central repository will in turn cause an update to be disseminated to the other connected systems that maintain similar data. In this fashion, data is maintained consistently across all of the systems, and there is a central point where all of the data, and variations of the data is maintained and can be accessed for research, analysis and marketing.

Typically, the various systems will be connected through a middleware backbone, which helps to keep maintenance costs of the architecture down, and promotes a faster communications scheme. Since many of the updates will be in real-time, and to avoid an impact on the overall performance of the update process, a separate report server should be a component of the total solution.

The Payoff

The benefit of adopting One View, SE's Solution for Gaming Data Integration, is that no matter where critical customer data is created or changed, all connected systems will be updated and able to share it.

• Customers only give their information once at any touch point of the Casino operation (Players Club, Hotel, etc.) - a major customer service enhancement
• Operations personnel don't need to put information into multiple systems
• Marketing has a 360-degree view, in one place, of all of the customers' activities, and can better analyze player behavior - the ultimate player profiling solution
• Reduced efforts at data maintenance and higher quality data
• Lower marketing costs and better, more predictable marketing campaign results
• Consistent and complete data across all systems
• Better and deeper information to customer contact personnel
• A better experience for the customer, highly personalized, royal treatment
• Higher customer retention

The bottom line results are higher profits and more revenues, and a win/win for all concerned.

Let us show you how One View can transform your enterprise and optimize your opportunities.

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