"Thanks to the rapid increase in social data over recent years, casinos have an unprecedented opportunity to personalize experiences for their guests. But in order to make sense of all this data and use it to their advantage, they need contextual analytics," writes Bob Dunfee, director of sales at Infor, in a recent Casino Enterprise Management.com article headlined "Personalizing Guest Experiences the Casino Way."
The first step, he says, is "for casinos to monitor social conversations." This widespread adoption of listening and monitoring leads to "an increase in personalized data that … delivers a better customer experience and improves guest profitability."
While this seems like a no brainer, Dunfee pointed out that not all casinos are keen on the concept, but "while combining social media, big data, and contextual analytics is a challenge, it is a powerful way to wow guests and prospects, improve revenues, and increase loyalty."
"Casinos that take advantage of big data and social analytics to provide a consistent experience to guests across channels—from slot machines and tables to retail stores, restaurants, and hotel rooms—will establish themselves as innovators and leaders."
And while the casino-guest relationship is an ever-changing formula, Dunfee asserts that the future is "a new model that uses more detailed social data and big data analysis to drive an even closer one-to-one relationship. This new analytical approach is important as the next-generation guest experience will need to support several interaction channels that address the guests' habits."