Business are dying of thirst in an ocean of data

Transcription

1 Presented by Peter Cuthbert, Director of Business Planning & Analytics 1

2 Business are dying of thirst in an ocean of data 2

3 Business event Compress Time To Drive Higher Value Value Data latency Data captured Timing Analysis latency Information delivered Decision latency Action taken Action time or Action distance TDWI The Business Case for Real-Time BI Based on concept developed by Richard Hackathorn, Bolder Technology 3

4 Competitive Advantage Business Optimization Predictive Modeling Forecasting Extrapolation Statistical Analysis Alerts Query & Drill Down Ad hoc Reports What s the best that can happen? What will happen next? What if these trends continue? Why is this happening? What actions are needed? Where exactly is the problem? How many/often, where? Reporting Analytics Standard Reports What Happened? Degree of Intelligence Source: HBR Competing on Analytics by Thomas H. Davenport & Jeanne G. Harris 4

5 5

6 Provide technical and operational expertise to improve the delivery of actionable information for all facets of Gaming and across the organization. Operations Finance Marketing I.T. 6

7 HUMAN INGREDIENT When most people visualize business analytics, they think of computers, software, and printouts or screens full of numbers. What they should be envisioning, however, are their fellow human beings. It is people who make analytics work and who are the scarce ingredient in analytical competition. Thomas H. Davenport, Jeanne G. Harris, 2007 Evolution not Revolution 7

8 Director, Business Planning & Analytics Coordinator, Business Planning & Analytics Senior Manager, Business Analytics Manager, Business Planning Manager, Business Analytics Manager, Business Analytics Senior Gaming Analyst Gaming Analyst Senior Gaming Analyst Senior Gaming Analyst Gaming Analyst Gaming Analyst Senior Gaming Analyst Senior Gaming Analyst Co-op Student Senior Gaming Analyst 8

9 9

10 10

11 STEPS 5. Recommendations New Question New Policies Refresh/Re-Purpose Feedback Loops 11

12 The ACE team produces Slot Performance Reports which are distributed on a Quarterly, Monthly, and Weekly basis. The audience for these reports are Site Slot Operation Managers,Site Slot Shift Managers, Site GM s, GDC Product Planning and Compliance, Slot Operations Team, and the Senior Gaming Executive Team. These reports are designed to assist the sites and aid with decision making in order to maximize revenue earning potential, and address potential performance issues. 12

13 13

14 14

15 15

16 Objectives Decision Support Game Protection / FINTRAC Audience Casino Mgr; TG Director 16

17 17

18 Food & Beverage Managers, General Managers and Regional Directors The Monthly Food & Beverage Operational Report provides a comprehensive analysis of Food & Beverage KPIsand financial ratios with year-over-year trending and budget variances. 18

19 19

20 20

21 21

22 Campaign Analytics Analyze promotional KPI s. Web Analytics Monitor and analyze website trending and KPIs Periodic Reporting Quarterly, Monthly and Weekly 22

23 Regional Marketing Directors Targeted at Local Level Corporate Targeted at Members Corporate Targeted at Members & Non-Members 23

24 Incremental Slot Win per Visit Response Rates by Tier 24

25 25

26 26

27 27

28 28

29 29

30 30

31 31

32 ARIMA Time Series Forecasting Decision Trees RFM Model 32

33 Historical Actuals Initiative Begins Impact of Initiative (Incremental Revenue) Projected Revenue (Less Impact of Initiative) 33

34 Responded 9 Did Not Respond 5 Tier Gold Silver Reward Responded 2 Did Not Respond 3 Responded 4 Did Not Respond 0 Responded 3 Did Not Respond 2 Gender Last Month Visits Female Male <5 >=5 Respond 2 Did Not Respond 0 Respond 0 DidNot Respond 3 Respond 0 Did Not Respond 2 Respond 3 Did Not Respond 0 34

35 Heat Map Shading = Monetary Value Visited Most Recently Visit Most Frequently 35

36 Geographic Information System (GIS) Geospatial Analysis acquisition management analysis display of geospatial data GIS reports assist decision makers by providing geographical insight. 36

37 Geographic Information System (GIS) 37

38 38

39

40

41

42 Sample of Drive Time Matrix Sample of Drive Time Matrix Incident Drive_Time ObjectID FacilityRank Name Incident Drive_Time ObjectID FacilityRank Name ID _Mins ID _Mins L5M - SITE L5M - SITE L5N - SITE L5N - SITE L5P - SITE L5P - SITE L5R - SITE L5R - SITE L5S - SITE L5S - SITE L5T - SITE L5T - SITE L5V - SITE L5V - SITE L5W - SITE L5W - SITE L6A - SITE L6A - SITE P ij = n a [ Wi D ] ij i= 1 W i D a ij Derived from Newton s law of gravity two critical components: mass and distance Attraction & Geographical factors 42

43 Monthly Reporting -Provide executives with a consolidated view of the business Supports executive strategies by providing the means to keep track of execution and allows for timely course correction of strategic initiatives Developed in partnership with Senior Executive Team by asking What Matters Most? 43

44 44

45

46 Web Analytics CRM Customer and Campaign Analytics Web Page Optimization Sentiment Analysis Customer Comments Public Opinion Social Network pulse checks Develop Responsible Gaming & Social Responsibility metrics Provide campaign insights

47 Peter Cuthbert, Director of Business Planning & Analytics 47