Eagle Eye 360™ for Gaming 

For the first time in many years – for some it is the first time ever – casinos are facing a potential downturn in revenues and earnings. A tightening consumer and increasing competition has most casinos re-evaluating the profitability of their operations from every aspect. “Build it and they will come” is no longer enough.
In today’s market, the smart money is being placed on the combination of Customer Relationship Management (CRM) and Business Intelligence (BI) to simultaneously drive more revenue to and eliminate unnecessary costs from the entire casino and resort brand. The goal is to utilize one set of integrated software applications – developed in the latest web-based technologies and based on open industry standards – to create the ultimate consumer experience and the maximum profits for your organization.
Oracle today is the undisputed market leader in CRM applications with its Siebel CRM software. In addition, Oracle is the undisputed leader of integrated database and BI software. Eagle Creek, an Oracle Certified Partner, is the North American leader of firms dedicated to implementing Siebel CRM and the Oracle Business Intelligence Suite of applications.

The Old Way…
The use of technology in casinos and resorts has progressed much faster on the casino floor than it has in the back office. Today’s casino back office systems are plagued by:

• Silos of information that provide no integration between the casino floor, the hotel, F&B, the Spa, etc.
• Old, proprietary-based systems that cannot leverage today’s modern technologies and open systems.
• Redundant manual effort – for example pulling CMS information into a spreadsheet for analysis or spreadsheets for marketing.
• Lack of “closed loop” systems – for example identifying which marketing campaigns are truly driving the desired results.
• The impossible task of creating simple and meaningful ad hoc queries across the enterprise.

The time has come for casinos and resorts to leverage new technology across their enterprise.

The New Way…
Eagle Creek has partnered with Oracle and leading experts in the casino and resort industry to create, Eagle Eye 360™, a series of “Best Practice” Business Intelligence executive dashboards and reports. When used in conjunction with Oracle’s Siebel CRM and other market-leading applications (such as Oracle Financials and PeopleSoft HR), Eagle Eye 360 provides the following “Pervasive BI” benefits:

• A true 360° view of the Patron – capturing every aspect of a Patron from preferences to visits. This enables more effective target marketing (via Siebel CRM Marketing Analytics), predictive modeling and effective management of comps.
• A true 360° view of the Business – capturing every aspect of the property (or multi-property) operation all in one integrated tool. This includes financial analytics, procurement analytics, HR analytics, marketing analytics, gaming analytics and virtually every meaningful aspect of the business – all with the same user-friendly, intuitive web-based user interface.
• Visual Floor Optimization – by leveraging the combination of Oracle’s technologies for spatial visualization integrated into Oracle’s BI dashboards, Casinos can digitize their floor plans and create graphical views of their casino floors. Coupled with transactional data from the casino management system, casino operators can monitor traffic in various gaming areas (with dynamic “Heat Maps”), patron spend and wins.
• Marketing Analytics – Create and track sophisticated campaigns via mail, email, advertising and close the loop by tracking the actual results.
• Ad Hoc Queries and Reporting – Utilizing the Oracle BI “Answers” product, users can quickly and easily create their own queries and reports.
• Industry Standard, Open Platform – No proprietary vendor lock-in.

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