Our Insight — Casino Data Analytics and Business Intelligence

Historically, Global Cash Access (GCA) has not offered its clients the opportunity to use its cash advance data to inform their analysis — whether through sophisticated database queries or as a supplement to modeling programs. DiamondStream has built a hosted technology platform that enables its clients to use GCA information for both casino data modeling and business intelligence purposes. The system has the following key features:

• A standardized approach to integrating GCA data and casino data using sophisticated smart matching algorithms
• A standardized approach to data enhancement including CASS, NCOA, geo-coding, deceased, imprisoned and third-party casino data appends
• A proprietary approach to defining Gravity Wells to enable our client casinos to model how other casino locations affect our clients’ share of wallet with current and prospective patrons
• A customizable set of models that use both GCA and casino data for the most important casino data modeling applications
• A customizable set of dashboards that display results of marketing programs by lifecycle phase
• An ad-hoc reporting environment that enables data exploration based on user interest
• Robust security processes that secure the data and prevent any access to GCA information that’s inconsistent with GCA’s data use guidelines

Our Casino Data Models Make Understanding Patron Potential Simple

DiamondStream offers several types of models that can help casinos move their patrons to full-potential profitability, including:

• Wallet Share Models use a combination of GCA, casino, and other third-party casino data to estimate individual patron ”total wallet” and their ”attainable wallet” for a given level of offers. The chart below illustrates that even ”good players” often offer very interesting potential for revenue growth.
• Value Prediction Models include predictions for theoretical value, frequency of visit, average days stayed, and probability to walk the offer. For example, these casino data models make it possible to develop offers for acquisition programs using GCA data using theoretical value rather than withdrawal amount.
• Response Models predict the likelihood that a patron will return if the property markets to him or her. When experimental design information is available, these response models can predict likelihood of return for various offer levels. They’re very useful for understanding the ”marketing investment breakeven point” at an individual patron level. For example, regarding ”inactives,” our response models can result in both lower costs (by not mailing to those who will not return), and greater revenue (by identifying the ”long inactives” that might return with the proper enticement). The chart to the right shows a typical tradeoff between predicted response and value.
• Attrition Prediction Models predict when patron loyalty is wavering and enable casinos to take corrective action before it is too late.
• Profit Optimization Models optimize patron profitability by balancing probability of response, offer cost, and marketing cost. These casino data models can improve patron profitability by up to 500%.

Our Dashboards and Reports Enable Accurate Analysis

DiamondStream’s platform facilitates reporting on elements of combined GCA and casino data, which helps our clients understand the drivers of profitability and take action on them, including:

• Market Share Reporting. DiamondStream reports out market share at various levels of sophistication via a series of customizable dashboards.
  • At the most basic level, casinos can see their market share of and wallet share of GCA patrons cut by trade area, frequency of visit, new prospects in the market, day of week, time of day and a variety of other important dimensions. Users can drill down to casino data at the individual patron level.
  • At an advanced level, by combining GCA data, property data, third party information and market research, casinos can see their market share and share of total wallet for all GCA patrons and casino patrons in the market. Of course, users can also cut this information by trade area, frequency of visit, new prospects in the market, day of week, time of day and a variety of other important dimensions, and can drill down to casino data at the individual patron level.
• Program Reporting. DiamondStream reports out program list selection and success metrics at various levels of sophistication, as mentioned earlier, via a series of customizable dashboards. For example, the acquisition dashboard report below shows Gross Gaming Revenue By Patron Mailing Cohort for six months after first visit.

Our Elegant Solution Delivers Big Benefits

Up and running in months, not years. Because we deliver software as a service (SaaS), deployment is easy and data integration is fast.

Easy and flexible. ETL and database deployment are automated. So making changes is as easy as can be.

Less expensive to implement and run. So you see more value sooner, and reach payback sooner too.

Lean deployment team. You won't need significant IT resources to deploy. You won't need to integrate multiple tools. In fact, no additional hardware is required.

All inclusive. You can get integrated modeling, dashboards, reporting and ad hoc reporting, all in one package.

Scalable. Go as big as you need.

Optimized specifically for casino and cash withdrawal data. Casino reporting logic is already built in, including key metrics, reports and intelligence.