Johannesburg, 16 Mar 2004
Mandalay Resort Group, the owner and operator of entertainment and business destinations in Nevada, Illinois, Michigan and Mississippi, has selected enterprise data integration solutions from Ascential Software to integrate data from its 16 resorts in real-time.
The group will use Ascential DataStage XE and Ascential Real-Time Integration (RTI) Services as the cornerstone of its next-generation customer relationship management (CRM) platform.
"Our market is very dynamic," says Tracy Austin, CIO for Mandalay Resort Group. "The Ascential solutions will enable us to improve our branding, marketing and guest loyalty programmes. Ascential is a key component of our CRM toolkit, which will help us respond quickly to market trends and enable us to tailor branding and marketing programmes across our entire portfolio."
Mandalay is replacing proprietary custom software that feeds the company`s CRM system.
"Ascential`s DataStage XE and RTI Services are designed to enable Mandalay to integrate data efficiently from all of the company`s 16 locations for a business intelligence platform that gives the company an integrated, real-time view of individual guests", says Julian Field, MD of local Ascential distributor CenterField Software.
"The IT architectural strategy is about ensuring a flexible CRM framework to meet the needs of Mandalay customers, property operators and marketing executives," Field says.
DataStage XE is a component of the Enterprise Integration Suite, Ascential`s enterprise data integration platform that combines solutions for data profiling, data quality and data transformation and delivery on a shared platform of software services.
The Ascential Enterprise Integration Suite provides unlimited scalability through parallel processing, management of meta data, any-to-any connectivity and real-time data integration, Field says.
Ascential RTI Services extends the reach and enables the seamless interoperability of Ascential`s data integration solutions in an organisation`s service-oriented architecture.
"Our goal is to grow revenue by maximising room and casino returns, improving gaming returns, and increasing retail and restaurant sales," Mandalay`s Austin says. "We can only implement marketing programmes to achieve these goals when we have a complete understanding of our customers from all service touch points; and we can`t do that quickly and efficiently without Ascential."
Final implementation of the software at all Mandalay properties is subject to certain regulatory and joint venture approvals.
"Mandalay has achieved success in a complex industry by understanding its guests and using that knowledge to deliver experiences that keep them coming back," Field says. "Ascential is helping Mandalay expand its vision by enabling it to capture and leverage more guest information, reliably and quickly. Such benefits are available to all hotel and resort chains in SA."
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