Initiate software provides a single, complete view for each guest, household, organization or other entity, on demand, by accurately identifying the relevant duplicate and fragmented records and linking them across all your properties and brands. As a result, you recognize your best customers, gain better and new business intelligence from your data, and use your marketing money more efficiently. In addition, you can reduce business and legal risk by identifying people who are trying to conceal their true identity from you.

At one large gaming company with properties in several states, we uncovered a 20 percent duplication rate in its guest database — more than twice the amount the company had found in its own analysis. With this problem identified, the company can take steps to improve data integrity and reduce marketing costs. We also demonstrated that nearly 20 percent of guests were part of households that contained two or more different guests. The company could use this newfound intelligence in a number of ways, such as to provide additional ways to recognize and serve a customer, and to perform new customer behavior and predictive analysis.

With accurate, on-demand strategic data management, the answers to questions like these will be at your fingertips:

• How many and which frequent guests are members of your loyalty program?
• Are you in compliance with regulations around issues such as loss limits, responsible gaming and felon identification?
• Can you accurately link individual guest records together, even if the guest has used a nickname or alias?
• Which frequent guests have visited multiple properties across your brands in the last year?
• Can you make more effective comp decisions and have faster payouts?
• Can you analyze customer data for potential acquisition targets, and if acquired, can you quickly assimilate that data?
• How many and which of your loyalty program members have multiple records in your systems?

 Learn more about how Initiate software works.