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OPINION: Betting on Enterprise Data Warehousing

Noel Pettitt | Aug. 16, 2011
Gaming industry places its bets on Enterprise Data Warehousing for better patron experience.

The Active Data Warehouse 

To enable gaming companies to enjoy critical, long-term success, they need the ability to load and analyse data as fast as their businesses dictate. This is achieved through the Active Data Warehouse (ADW) which directly supports real-time analytics and advanced CRM requirements. Active data warehousing allows gaming companies to enable all of their departments to perform any type of analysis from a single, integrated platform.

ADW captures and manages detailed data in real time and delivers analytical intelligence for tactical and strategic decision support in a matter of seconds, with 24x7 availability. This level of technological expertise allows gaming companies to have complete, credible, real-time information - more quickly and completely than other platforms. In fact, the ADW is the most optimal engine for a dynamic, holistic view of patrons and the ability to dynamically communicate across all of a company's channels. Since the ADW automates previously manual processes, such as managing the patron relationship experience, it allows for advanced analytics from a company's data warehouse environment to personalise key patron interactions.

Enterprise Data Warehousing helps casino enterprises to sustain competitive advantage, improve service to patrons, increase patron loyalty, optimise gaming revenue, achieve a greater return on promotions, better comply with gaming/ government regulations, reduce costs, and improve operational efficiencies.

Noel Pettitt is area vice president, South Asia, at Teradata Corporation. 


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