Before yesterday, Soaring Eagle Casino and Resort may have had a bird’s-eye view of its customers. Soon, it may be able to see them as clearly as individual feathers. That’s because yesterday, the Michigan retail casino partnered with Quick Custom Intelligence (QCI) in order to up its marketing game.
QCI says Soaring Eagle is installing its Unified Gaming Platform (UGP) that “aligns marketing, player development, and casino operations around one view of the casino’s data.”
Soaring Eagle does have quite a bit of customer data to put in the UGP. The 210,000-square-foot tribal casino in Mount Pleasant allows gamblers 18 and older to play table games including blackjack, craps, and roulette. Data is also housed on thousands of slot machines, including those with progressive jackpots. Poker players visit daily. Bingo players who can use electronic or paper options venture in from Wednesday through Sunday.
In addition to the retail casino, it’s got information about its Michigan online casino gamblers and sports bettors who use Eagle Casino and Sports. Gamblers on the online casino app may also play through croupiers on the Evolution live dealer games.
That’s a lot of data to gather.
Soaring Eagle’s Unified View
The concept of a single picture of a gambler isn’t new. Many companies began working on unified views of their customers about a dozen years ago.
For instance, Harrah’s Entertainment (now Caesars) centralized marketing analysis in 2009. Doing so meant it could create bespoke marketing efforts targeted at individual gamblers to, for instance, provide VIPs with special offers. (Caesars obviously has newer marketing programs in place now.)
One difference between those older unified customer views and what Soaring Eagle is adding now is artificial intelligence (AI). That’s a technology that even companies with advanced marketing programs weren’t widely using a decade ago.
In QCI’s announcement, Soaring Eagle CEO Melinda Coffin said:
The team at Soaring Eagle Casino & Resort is very excited to begin using the QCI Platform. We did an extensive vetting of business analytic tools and found their AI and technology to be leading-edge. Leveraging QCI’s platform allows our team to quickly identify revenue opportunities, execute and evaluate campaigns, and elevate our player development efforts. To top it all off, their Robotic Process Automation will save us time and money each month accurately loading our marketing offers.
QCI CEO Ralph Thomas says the San Diego-based gambling software provider can handle it.
Thomas said in his company’s announcement:
Soaring Eagle Casino and Resort’s decision to select our QCI platform shows the importance of continually developing products that truly fit our customers’ needs. We see our business partnership with Soaring Eagle, a premier operator in the Michigan market, as a strategic business relationship. With over 85 casino resorts in North America and over 4,000 sites worldwide utilizing QCI’s Unified Gaming Platform, we are confident our proven product will continue to meet the growing needs of Soaring Eagle Casino and Resort.
So it seems QCI and Soaring Eagle may be birds of a feather. If the single view of the bettor works well for Soaring Eagle, it’ll also be a plume that would look good on any lapel.