Submission Title
Enhancing Operational Intelligence Pep Through Integrating Patron Data Incorporating BEPP
Session Title
Session 2-1-E: Data, Data, and More (Big?) Data in the Gaming and Hospitality Business
Presentation Type
Event
Location
The Mirage Hotel & Casino, Las Vegas, Nevada
Start Date
8-6-2016 8:30 AM
End Date
8-6-2016 10:00 AM
Disciplines
Business Intelligence | Economics | Gaming and Casino Operations Management | Hospitality Administration and Management | Marketing | Organizational Behavior and Theory
Abstract
An opportunity exists to capitalize on the utilization of systematically collected and then effectively interpreted and disseminated patron centric data derived via Operational intelligence to optimize gaming entertainment hospitality operations’ measured performance via a tempered but kaizen-spirited integration of Behavioral Economic (Theory Derivative Based) Policies and Practices (BEPP). The “mechanical” systems of Operational intelligence (Oi), as requisitely birthed and buttressed by robust theories of interaction, within the context of casino gaming entertainment-focused hospitality, might be fundamentally comprehended as being akin to an entity maintaining a collection of precision enhancing accountability information tools. These instruments of understanding meritoriously provide the collective management organization marginal evaluative leverage. This discretionary advantage is derived from an exacting, methodical process of continuously garnering valid and reliable patron observational data. The congregation and eventual dissemination of multi-user appropriate and thus inherently end decision maker interpretable facts and figures is the intended derivative from a procedural inclusion of an (increasingly seamlessly automated) obtainment and manipulation of selectively germane operational activity information.
The garnered raw product of Oi is player and / or non-gaming visitors’ data. Records of customers’ demonstrated, as opposed to merely espoused, desires and demands are refined through (Oi system assisted) hopefully competent, yet still human and thus consequently fallible judgment dependent, scenario specific analysis. Accountable analytics is the necessary impetus for an enhanced grasp of guests’ actualized actions, as opposed to individual and communally (merely perceived to be held) intents.
If a universally supported organization choice is brought to fruition to pursue and gradually incorporate the benefits of Oi, including the definitive competitive advantage of a bolstered knowledge foundation of client activity, then the catalyst will exist for resource maximizing, progressively effective gaming based hospitality venue stakeholders to capitalize. Once the bench strength of the Oi beneficiaries has been boosted with an ability to manage more “scientifically,” in lieu of the status quo preserving intuitive approach, then a fertile ground to achieve, by figuratively leveraging the decision assuring power of the group’s newly stocked with punter’s proven proclivity facts head instead of bias harboring gut, the superseding goal of hedonic libertarian hospitality venues to induce incrementally contributive patron spend has been tilled.
The pathway toward this definitive commercial objective of marginal benefit might be followed with the pragmatic integration of objectivity driven Behavioral Economic (Theory Derivative Based) Policies and Practices (BEPP).
Keywords
Casino Operation Intelligence, behavorial economics, Scientific Management, hedonic libertarian hospitality, marginal contribution
Enhancing Operational Intelligence Pep Through Integrating Patron Data Incorporating BEPP
The Mirage Hotel & Casino, Las Vegas, Nevada
An opportunity exists to capitalize on the utilization of systematically collected and then effectively interpreted and disseminated patron centric data derived via Operational intelligence to optimize gaming entertainment hospitality operations’ measured performance via a tempered but kaizen-spirited integration of Behavioral Economic (Theory Derivative Based) Policies and Practices (BEPP). The “mechanical” systems of Operational intelligence (Oi), as requisitely birthed and buttressed by robust theories of interaction, within the context of casino gaming entertainment-focused hospitality, might be fundamentally comprehended as being akin to an entity maintaining a collection of precision enhancing accountability information tools. These instruments of understanding meritoriously provide the collective management organization marginal evaluative leverage. This discretionary advantage is derived from an exacting, methodical process of continuously garnering valid and reliable patron observational data. The congregation and eventual dissemination of multi-user appropriate and thus inherently end decision maker interpretable facts and figures is the intended derivative from a procedural inclusion of an (increasingly seamlessly automated) obtainment and manipulation of selectively germane operational activity information.
The garnered raw product of Oi is player and / or non-gaming visitors’ data. Records of customers’ demonstrated, as opposed to merely espoused, desires and demands are refined through (Oi system assisted) hopefully competent, yet still human and thus consequently fallible judgment dependent, scenario specific analysis. Accountable analytics is the necessary impetus for an enhanced grasp of guests’ actualized actions, as opposed to individual and communally (merely perceived to be held) intents.
If a universally supported organization choice is brought to fruition to pursue and gradually incorporate the benefits of Oi, including the definitive competitive advantage of a bolstered knowledge foundation of client activity, then the catalyst will exist for resource maximizing, progressively effective gaming based hospitality venue stakeholders to capitalize. Once the bench strength of the Oi beneficiaries has been boosted with an ability to manage more “scientifically,” in lieu of the status quo preserving intuitive approach, then a fertile ground to achieve, by figuratively leveraging the decision assuring power of the group’s newly stocked with punter’s proven proclivity facts head instead of bias harboring gut, the superseding goal of hedonic libertarian hospitality venues to induce incrementally contributive patron spend has been tilled.
The pathway toward this definitive commercial objective of marginal benefit might be followed with the pragmatic integration of objectivity driven Behavioral Economic (Theory Derivative Based) Policies and Practices (BEPP).
Comments
Audio recording of this presentation is attached as a downloadable MP3 audio file, 22.9 MB