Casinos Turn To CRM - InformationWeek

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3/22/2004
03:18 PM
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Casinos Turn To CRM

Two major casino operators are stepping up customer-relationship-management efforts by integrating data from their resorts. Last week, Ascential Software Corp. said MGM Mirage is using its Ascential Enterprise Integration Suite to build a terabyte-scale data warehouse with 50 million customer records from the company's eight U.S. casinos, to give MGM Mirage better insight into its guests' spending habits and aid its marketing and customer-loyalty programs. Last month, Mandalay Resort Group said it's using Ascential's software to integrate customer data from its 16 casinos for similar purposes.

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