MGM Resorts deploys new Customer Data Platform
17 Nov 2020
MGM partnered with Amperity as a foundational part of their five-year digital transformation plan, replacing older systems where customer data took days to access and was often fragmented and inaccurate. With Amperity's platform assembling a Customer 360 and making it readily available, MGM is reaching their customers with messages and promotions at key moments before, during, or after guest visits to provide an elevated experience and drive more engagement.
"Being able to trust our data and have access to it in less than an hour has been a complete game-changer," said Prakash Ranjan, VP of Engineering, Marketing Technology & Digital Ventures at MGM. "We had teams across the enterprise debating the accuracy and validity of their customer data models, but with Amperity, we're no longer wasting time figuring out who our customers truly are. Each one of those teams can now do something more productive and in the best interest of our guests."
With Amperity's CDP, MGM has now achieved:
- A single universal Customer 360 database replacing multiple separate team databases
- Significant deduplication of records for greater accuracy in reaching customers
- The ability to create flexible predictive modeling accounting for customer experiences beyond gaming