SPSS - Customers

Emperors Palace

Situation

Emperors Palace, South Africa’s premier gaming resort and part of the Peermont Global Group, uses SPSS Inc. predictive analytics software to enhance customer loyalty and increase its market share. The casino resort deploys PASW Statistics to better target its direct marketing campaigns to existing guests.

Challenge

Gaming is a fast-growing market in South Africa, due to the rapidly emerging middle class. As entertainment spending is increasing, Emperors Palace aims to enhance the impact of its marketing to make the company more competitive.

Solution

With SPSS Inc.’s predictive analytics solution, Emperors Palace was able to reduce the volume of loyalty-offer mailings to guests by 35 percent while retaining the same response rates. This allows the resort to make more effective use of its marketing spend and substantially expand other marketing activities. The company’s goal is to increase its market share by 5 to 10 percent in this increasingly competitive marketplace.

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Results

“Prior to using SPSS Inc.’s software, it was difficult and time consuming for us to identify, in our vast database, the right customer segments for campaigns,” said Nancy Balasar, direct marketing manager at Emperors Palace. “PASW Statistics provides us with a marketing-friendly interface, which makes it fast and easy to deploy the precisely targeted response models across a number of channels and offers.

“With PASW Statistics, we’ll be able to determine which particular customers are more likely to respond to an invitation and will display an increase in ‘loyal behavior’ as a result of attending the function. This way we can target the invitations toward guests who really show appreciation for them. The relative ease of creating customer measures with this product is wonderful,” she added.