Emperors Palace is South Africa’s premier gaming resort and part of the Peermont Global Group. Situated alongside Johannesburg International Airport, Emperors Palace is a resort that combines timeless classical elegance and sheer excitement. The five star D’oreale Grande hotel features 196 rooms, a health & beauty spa, a restaurant, and many other sports and entertainment facilities. The Metcourt Laurel hotel offers guests comfortable and affordable accommodation and access to all other resort facilities. The Mondior Concorde hotel is popular with convention and tourist guests. Emperors Palace Casino offers players 24-hour fun, glamour, sophistication and excitement in gaming entertainment.

Emperors Palace has implemented predictive analytics software to enhance customer loyalty and increase its market share. The casino resort is using the software to better target its direct marketing campaigns to existing guests. Gaming is a fast-growing market in South Africa, due to the rapidly emerging middle class. As entertainment spending is increasing, Emperors Palace aims to enhance the impact of its marketing to make the company more competitive.

The company uses predictive analytics to reduce loyalty-offer mailings to guests by 35 percent, while retaining the same response rates. This allows them to make more effective use of marketing spending and substantially expand other marketing activities. The company is looking to increase its market share by 5 to 10 percent in this increasingly competitive marketplace.

“Prior to using predictive analytics software, it was quite difficult and time consuming for us to identify in our vast database the right customer segments for campaigns,” said Nancy Balasar, direct marketing manager at Emperors Palace. “The application we’re using provides us with a marketing-friendly interface, which makes it easy and quick to deploy precisely targeted response models across a number of channels and offers. We’re able to determine which particular customers are more likely to respond to an invitation and, in turn, will display an increase in ‘loyal behavior’ as a result of attending the function. This way we can target the invitations toward guests who really show appreciation for them. The relative ease of creating customer measures within this product is wonderful. We’ve also created a scoring system that allows us to identify customers whose behavior is changing in a way that could indicate churn. The solution is helping us increase customer satisfaction and retention.”