Notes

Customer Relationship Management for Casinos
Casinos may have a reputation for shady business practices, but they are also masters of customer relationship management. 카지노디비 , loyalty cards, cross-matching of credit card records — these are all tools that have become commonplace in supermarkets, banks and retailers but were pioneered by casinos. Casinos have been mining customer data on a larger scale and more complexly for longer than any other industry.
In order to make their marketing and customer service work, casinos need fast, highly available database infrastructure. This is because statistics, odds, bets and account balances live in the database and are accessed by thousands of people at once. And the database has to be able to process and retrieve this data with very little downtime, because casino employees are always on the go, moving from table to table, slot machine to poker room and back again.
That’s why casinos are constantly investing in advanced technology and upgrading their infrastructure to handle the load of big data. Harrah’s, for instance, is working on a massive project to upgrade its storage-area networks to be more flexible and scalable. It wants to be able to switch a SAN over to alternate servers during host server upgrades, so the casino can continue operating uninterrupted. And it is working with Dell Computer Corp. to develop a more flexible software that will let the company move customer data across devices, from PCs and handhelds to tablets and cell phones.
For this kind of CRM, data must be accessed quickly and easily, which is why many casinos have invested in fast Ethernet networks. At Foxwoods, for example, 45,000 customers walk through the casino each day, and an Ethernet network quickly moves customer information to touch-screen terminals used by pit bosses, hotel clerks and restaurant hostsesses. The system allows them to send personalized offers and promotions based on customer history, current behavior and demographics.
The casino must be careful to keep the data it collects private, however. Because of strict gambling laws, it must be very careful not to market directly to minors or to people who are already playing. For that reason, casinos tend to be more conservative than financial institutions when it comes to sending email and direct mail marketing campaigns.
The CMS/Player Management System is the foundation for guest data, but to really understand your guests and their gaming behavior, you need a data warehouse to bring in other data. A good SQL expert can build a basic data warehouse in-house using a CMS, add-ons and Microsoft products. But to get the performance and availability that gambling apps require, you need to look at a database solution such as CockroachDB, which combines high availability with best-in-class performance, all without saddling developers with the ops burden of sharding Postgres or building expensive, in-house data pipelines.

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