Case Study: Station Casinos achieves a 360-degree guest view, higher retention and millions in savings with Teradata

No Limits: Station Casinos Breaks the Mold on Customer Relationships

Station Casinos, a Las Vegas–based operator of 18 local gaming and entertainment properties, faced fragmented systems and poor data quality that kept it from understanding customers across venues. In 2008 the company launched the “Total Guest Worth” initiative to consolidate siloed customer, gaming and financial data and build a real‑time, enterprise view of every guest so marketing and operations could make faster, smarter decisions.

Working with Teradata (plus Informatica, Aprimo and IBM Cognos), Station built a real‑time EDW and analytics platform in 18 months that enabled highly targeted campaigns, automated offers and enterprise reporting. Results included $1M/month cut from a $13M promotions budget, a 14% lift in guest retention, a 4% increase in net slot revenue after marketing, sign‑up acquisitions up 160%, input errors reduced from 80% to 1%, campaign analysis shortened from weeks to hours, and many other efficiency and revenue gains.

Station Casinos

Karen O'Dell

Director of Business Intelligence Product and Business Systems