Cequity’s marketing solution
for the gaming industry
Solution Overview
As markets mature and competition
intensifies, the global gaming industry
faces unique challenges that impact
established entities and those
contemplating entry in the market.
Demand and consumer expectations
force gaming operations to differentiate
themselves from the competition.
A casino company has had great success
in targeting “low-rollers” in recent years.
Its key to success was the change from
an operations-driven company that
viewed every casino as a stand-alone
property to a marketing-driven company
with a holistic view of its properties and
customers. Thus by generating more
information on customer preferences
led to more insightful marketing and
service delivery programs. This data,
coupled with decision-science tools that
allowed it to predict long-term value,
enabled it to target marketing and
service programs at individual player
preferences.
Strategic focus, customer insight and
resulting continuous optimization of its
unique approach will give the required
thrust to your company.
Cequity offers a casino marketing solution
which would help to increase your
marketing performance, and accelerate
customer relationships anchored by a
marketing data mart specially designed
for the gaming industry.
Cequity ACETM is the system for you.
It can deliver rapid data segmentation
through to comprehensive analytics,
campaign management and
measurement & reporting.
Customer Loyalty
Cequity ACE
Model
Customer Sales data
Customer value
Offer History
Pricing Models
Offer Response History
Offer Elasticity
Response Incremental
Value
Incremental Value
Models
Cequity Ace SnapShot™ - Allows you Key Benefits
to create a single view without investing
Cequity ACETM clients have used this
in an expensive Data warehouse Cequity
system in order to increase the insight
ACE™ is able to consolidate and merge
into customer behavior and the precision
this data into a ‘single view of customers’
of their direct marketing, such as aligning
with a consistent format making it easily
offer amounts to individual customer
accessible and functional for a variety
profitability.
of marketing purposes. The resulting
single view will provide a more complete,
n Increased marketing ROI
up-to-date picture of each individual
customer, enabling you to maximize your n Increased direct offer response
marketing potential. n Increased retention of the most
profitable customers
Cequity ACETM is different. It’s built with n Increased player wallet share
the marketing user in mind. Its unmatched
n Increased market share
ease of use, customization and flexibility
turns business intelligence into something
users can usually convert insight into
immediate marketing action.
Solution Components
Cequity ACE TM is a robust industry
marketing system that is scalable to
any size. The system is comprised of
the following fully integrated modules
designed to be configured to meet
your specific marketing needs, and
to be extended as your business
expands:
Marketing Datamart – player attributes
plus session and daily detail linked with
campaign history and response, including
data quality processes and computation
of a broad array of standard player and
marketing metrics.
Cequity ACE Enterprise – maps data
from the leading player tracking systems
into the Cequity ACE.
Cequity ACE Analyser – will give insight
into the characteristics and behaviour of
customers and prospects. The information
Campaign
Management & Offer
Management
Marketing ROI,
Measurement
and Reporting

is converted into insight that will shape the
nature and effectiveness of your marketing
initiatives through proper segmentation
and profiling.
Cequity ACE Campaigner delivers
campaign planning and management
functionality, allowing you to transform
the insight and intelligence gained from
Cequity ACE Analytics into actionable,
repeatable processes for customer
acquisition and retention.
Cequity ACE Reporter seamlessly
integrated with MS Excel enables you
to easily define, produce and update
complex multidimensional list reports.
Gaming Industry Solution Functionality
Cequity ACE AnalyserTM allows you
to profile, segment and analyze the
attributes, metrics and behavior of
customers and prospects over time.
Cequity ACE CampaignerTM you
plan,schedule, set-up and execute
sophisticated marketing campaigns
and promotions to customers and
prospects.
Cequity ACE CampaignerTM
measures and analyzes the
incremental financial performance of
all marketing activities by campaign/
promotion, marketing channel, offer
to ndividual customer or any other
segment of customers, across multiple
casino sites.
Reports can be readily formatted using
standard MS Excel functionality and
subsequently distributed and deployed as
MS Excel workbooks or as HTML pages.
Additional Features
n Cequity ACE™ is built on a platform
called Column based database
technology (CBDT) which allows
incredible speed to answer marketing
queries. Cequity ACE™ can
potentially scan 50 to 80 million
records per second and thus provide
answers at the “train of thought”.
n Marketing users can slice & dice
data easily and convert any number of
“business hypothesis” into
validated data within seconds. Queries
that would have taken them days or
months to get can now be accessible
using “drag & drop” functionality.
Users can create and modify
dashboards in minutes with minimum
support from IT. Cequity ACE™
full interactivity and collaboration
empowers users.
n The open architecture is designed
to leverage existing technology
investments and is compatible with
all major database systems including
Oracle, SQL Server, DB2, Teradata
and Netezza.
Managed Analytics
• Visit patterns such as recency and
frequency
• Coin-in, theoretical win and actual win
• Customer acquisition and retention
• Current annual value
• Demographic, geographic and
psychographic attributes
• Share of gaming wallet
Managed Campaign Management
• Highly segmented marketing
audiences
• Multi-channel, integrated campaigns
• Multi-wave logic
• Closed-loop campaigns based on
player response/activity
• Personalized offers and offer amounts
Marketing Analytics
• Marketing ROI
• Response, offer redemption and
promotion participation
• Gaming activity such as casino visits
and gaming sessions
• Gaming financials—coin-in,
theoretical win and actual win
• Customer rewards such as points
and comp
n Cequity ACE™ is a scalable solution.
Small local casinos and large resort
destination properties alike can
enjoy the marketing performance
benefits of the system. The extensible,
component based architecture
enables implementation of a solution
that is right-sized and right-featured
for your gaming business needs.
n Cequity ACE™ is a flexible solution
that allows a business to subscribe
to only the features they need, when
they need them. This pay-as-you-use
model enables business to adapt the
solution to their needs.
About Cequity
Customer Equity Solutions(Cequity)
Pvt. Ltd. , is an IT-enabled Customer
Experience Management Company which
will help enterprises improve marketing
performance and accelerates customer
relationships.
We help enterprises by combining
data, technology and services to
build actionable analytical marketing
frameworks, optimize marketing
performance, and accelerate real-
time customer engagement. Thereby,
enabling greater ROI on their marketing
technology investments. Cequity
brings a blended perspective which
allows companies to bring the power
of Marketing automation technology to
business problems. Our services include:
n Customer Management Consulting
n Managed Analytics
n Marketing Database Solutions
n Managed Campaign Management
Services
n Marketing Operations and
Measurement Services
n Event Driven Marketing Services.
Worldwide Offices
India
Mumbai office :
105-106, 1st Floor, Anand Estate, 189-A,
Sane Guruji Marg, Mahalaxmi,
Mumbai-400 011, India
Phone: +91 22 23000133 / 23054039
Fax: +91 22 23053809
USA
Chicago office :
626, Grove Street, Evantson, IL 60201
Website: www.cequitysolutions.com
Email: info@cequitysolutions.com