Station Casinos is a major provider of gaming for Las Vegas–area residents. It owns about 20 properties in Nevada and other states, employs over 12,000 people, and has revenue of over $1 billion. Station Casinos wanted to develop an in-depth view of each customer/guest who visited Casino Station properties. This would permit them to better understand customer trends as well as enhance their one-to-one marketing for each guest. The company employed the Teradata warehouse to develop the “Total Guest Worth” solution. The project used used Aprimo Relationship Manager, Informatica, and Cognos to capture, analyze, and segment customers. Almost 500 different data sources were integrated to develop the full view of a customer. As a result, the company was able to realize the following benefits:
• Customer segments were expanded from 14 (originally) to 160 segments so as to be able to target more specific promotions to each segment.
• A 4 percent to 6 percent increase in monthly slot profit.
• Slot promotion costs were reduced by $1 million (from $13 million per month) by better targeting the customer segments.
• A 14 percent improvement in guest retention.
• Increased new-member acquisition by 160 percent.
• Reduction in data error rates from as high as 80 percent to less than 1 percent.
• Reduced the time to analyze a campaign’s effectiveness from almost 2 weeks to just a few hours.

Questions for Discussion
1. Why is this decision support system classified as a data-focused DSS?
2. What were some of the benefits from implementing this solution?