Premier resort and casino operator MGM Mirage is implementing the Ascential Enterprise Integration Suite from enterprise data integration leader Ascential Software. Ascential is distributed locally by CenterField Software.
This suite will help MGM Mirage identify and fulfil individual customer needs across its eight casino resorts in the US.
"Competing in the crowded casino resort market in the US requires us to have a detailed understanding of our guests so that we can provide them with entertainment options and offers that will make MGM Mirage their preferred resort," says Michelle Messina, executive director of corporate marketing at MGM Mirage.
MGM Mirage will use the Ascential Enterprise Integration Suite to integrate, profile, cleanse and load more than 50 million customer records and over 400 million transactions into a new data warehouse, in real-time.
Decision-makers in guest services, operations and market research intend to use these results to plan marketing, incentive and direct mail campaigns that accurately reflect and cater to the preferences and spending habits of individual guests, Messina says.
"We are deploying the suite as the cornerstone of a Terabyte-level data integration project to help us meet our goal of becoming the preferred casino resort in the US," she says. "Initial implementation is expected to take three months, but we realise that a data warehouse project is never truly finished."
The Ascential suite will enable MGM Mirage to integrate data from disparate sources into a single enterprise data warehouse containing a variety of information, including demographics and specifics about the amount customers spend on food, gaming, entertainment, hotel rooms and spa visits across all of its properties.
"MGM Mirage`s integration project is an example of how a company can turn data into a strategic business advantage when it refuses to accept limitations and aggressively seeks out the best technology to improve marketing and customer relations," says Julian Field, MD of CenterField.
"The scalability of the Ascential Enterprise Integration Suite will enable MGM Mirage to integrate and leverage data from new properties as the company expands."
Customers use the Ascential Enterprise Integration Suite to integrate and leverage data across all transactional, operational and analytical applications.
Ascential has powerful data profiling, data quality, data transformation, parallel processing, metadata and connectivity solutions to enable customers to reduce total cost of ownership and increase return on IT investment.
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