1. Real Time Customer
Analytics
Canadian Gaming
Summit
Monday, April 18, 2011

2. Agenda
• Background of the Case Study
• What is Real-Time Customer Analytics?
• Highlights of Customer Analytics in Action
• Lessons Learned
1 Real-Time Customer Analytics - Canadian Gaming Summit- April 2011 © Deloitte & Touche LLP and affiliated entities.

3. Background of the Case-Study
Las Vegas Resort & Casino
Hotel
Operations
Gaming
Operations
Marketing
Back of
Enterprise Data
House
Warehouse
Analytics
Real Time Transactions
Retail
Food &
Beverage
2 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

4. What is Customer Analytics?
Customer analytics is a process by which data from customer behavior is used to help
make key business decisions via market segmentation and predictive analytics. This
information is used by businesses for direct marketing, and customer relationship
management
Customer Experience
Recruit the Customer On-Site Experience Retain the Customer
• How do you get a potential • How can you make sure • How do you get your
customer on to your their experience is optimal customer to come back
property? throughout their stay? again?
• What are the touchpoints • What was the overall
you have to reach your customer satisfaction?
target?
Real-Time promotes Right-Time Decision Making
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5. Business Architecture: Optimized Customer Experience
Targeted Marketing
Better Customer Service Integrated Loyalty Program
Opportunities
Channel
Hotel
Spend Incentives Slot Device
Casino
Customer Web
Activity Real-Time Kiosk
Restaurants
Data
Warehousing
In-Room
Customer
360°
SMS
View
Spa
Customer Relationship Mgmt (CRM) E-Mail
Customer
Retail
Contact Outbound Inbound Interaction
Center Marketing Marketing Direct Mail
4
© Deloitte & Touche LLP and affiliated entities.

6. Highlights of
Customer Analytics in
Action
5 © Deloitte & Touche LLP and affiliated entities.

7. Better Customer Service: Contact Center
Deliver real time or
prequalified offers
Customer data is
then populated on
Recognized screen
Numbers are
identified or
Guest is
Searched
Integration with
operational system
Historical
Reservations
associated
with Customer
Image Proprietary –
For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca
6 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

8. Better Customer Service: Gaming VIP Services
Spend Distribution across
the Enterprise
Personal
Information Point Threshold
Comp Threshold
Win/Loss by Day
Image Proprietary –
For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca
7 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

9. Better Customer Service: Hotel Front Desk
Room Clean Status
Identify a Customer
in a Room
Room Arrival Management
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For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca
Customer Arrivals/Departures
8 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

10. Better Customer Service: Restaurant Hosts
Compare Restaurant
Occupancy
Recommend Selection
based on Food Type or
Occupancy
Image Proprietary –
For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca
9 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

11. Integrated Loyalty Program: Implied Behaviour
Customer Loyalty programs are a means of tracking customer activity through incentivizing the
Customer to card transactions. This is typically a gaming centric application, but is optimal when
the Customer can be represented through all activities, including non-casino, to better suit Customer
preferences. Doing this in real-time allows you to identify valued Guests and compensate them
accordingly
Typical Carded Behaviour Implied Behaviour
Hotel
Casino
Reservations
Casino •Reservations
•Carded Spend •Spend
Loyalty •Carded Points •Preferences
•Redemptions Loyalty •Carded Spend
Customer •Comps •Carded Points
Restaurants
Customer •Redemptions
•Points
•Enterprise Comps
Reservations
10 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

12. Targeted Marketing Opportunities: Inbound Marketing
Inbound Marketing opportunities can be instantly delivered to the customer while they are ‘in-house’
or checked in. As long as a device knows who the Customer is, a personalized offer can be pushed
instantaneously
Offer Requirement
(Previous Customer Activity)
In-Room TV
• Platinum Level
• $800 ADW
Check In Kiosk
Push
Customer Offer • Non-Gaming
Interaction Spend
Mobile Device
Customer
Slot Device Contact Center
11 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

13. Targeted Marketing Opportunities: Yield Management
Yield Management optimizes hotel rates based on overall inventory and can be customized to the
customer worth. Spend acquired across the property is aggregated to determine the appropriate
hotel rate for the Customer’s next stay
Rate Requirements
• Platinum Level
• $800 ADW
• Gaming Spend
• Non-Gaming Spend Hotel Management System
Issue
Customer Personalized
Date Requested
Segment Hotel Rate
Customer
12 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

14. Lessons Learned
• Know your Customer Communication Strategy: there should be a plan to
inundate customers with offers through every channel
• Business drivers should determine what is real-time: while the capabilities
of the system can grant almost any data instantaneously, the data is only useful
when used for decision making
• Uniquely identify your guest across all touch points: It is imperative that a
minimum level of information is captured on every touch point in order to
determine who this person is
• Complex technology investment: the solution will require different systems to
support real-time data acquisition, guest centric data aggregation on top of CRM
and channel delivery applications
• Executive level support: Appropriate governance should be applied to help
drive enterprise implementation and data stewardship to maintain the overall
health of the enterprise datawarehouse
13 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.

15. Questions?
14 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.