A leader in the gaming and destination resort industry operates casino gaming, resort and entertainment facilities across the United States and South America. As the company grew through expansion and acquisition, it saw a need for an enterprisewide data governance and customer data integration (CDI) program.
Like any resort and entertainment company, this company faced several data quality issues, all of which combined to prevent it from having a consistent, accurate view of its customers. Previously, each of its properties maintained customer data in separate systems, often within multiple data repositories. Customers would often have unique – and often duplicate – records in the resort’s gaming system, hotel reservation repository and point-of-sale systems.
The company also faced a series of unique regulatory challenges. Since gambling is regulated at both the state and federal levels – and because the company operates in a number of different states and countries – it has multiple sets of regulations to follow. The cost of non-compliance in the industry is also particularly high; infractions can result in heavy fines or even the closure of properties.
Ultimately, the company sought to integrate and household its customer data and create an integrated, 360-degree view of its customers to provide more insight into its customer base. With a single, accurate view of its customers across its systems, the company could understand what was drawing its customers to its resorts, what it could do to more effectively meet customer demands, and how it could increase customer loyalty.
To address these issues, the company sought to integrate its customer data into data warehouses and brought in a top data analytics and data integration consulting firm to assist. When it saw the scope and the nature of the problem, the consulting firm recommended DataFlux.
The company selected DataFlux technology to cleanse, de-duplicate and integrate its customer data. The intuitive DataFlux user interface allowed both business and IT users to easily analyze, improve and control customer data.
With DataFlux technology, the company established de-duplication and householding efforts and began migrating data into the new warehouses. The technology also made it easy for the company to establish data quality as part of its overall business practices and create a data governance program to manage cleansing and de-duplicating the data.
With DataFlux in place, the company has made significant strides in its customer data integration efforts. Going through its holdings system by system, the organization has begun to build an integrated, 360-degree view of its customers.
DataFlux has also helped the company to cleanse data of duplicates before it enters its systems. The company used DataFlux technology to examine one customer list that the company was required by regulatory mandate to integrate with its systems. DataFlux helped it prevent tens of thousands of duplicate records being introduced into its systems from this single list.