Hard Rock Casino Using SAS Data Mining on Gambler Database

Seminole Hard Rock Hotels & Casinos are using SAS Enterprise Miner data-mining software to analyze millions of gambler records from their customer database to target the casino’s marketing efforts.

Jeffrey Hook, Senior Vice President of Marketing at Seminole Hard Rock, said, “We know our database is worth more revenue than we’re currently getting. SAS Enterprise Miner’s broad toolset will support our entire data mining process. We can quickly and efficiently produce models that help our marketers reach the right person with the right offer at the right time.”

One of the company’s marketing plans is to invite gamblers who don’t visit their casinos regularly, but who are likely to visit the casino when formally invited.

The Hard Rock estimates that the marketing information obtained from data-mining their customer records will generate enough additional revenue to pay for the SAS software within six months.

[ Source: BusinessWire ]