CUSTOMER SUCCESS STORY

Modernizing Multi-Property Marketing Operations with SAS Customer Intelligence 360

50+ automated multi-channel campaigns implemented across 8 resort properties

30+ industry-specific campaign metrics leveraged to deliver tailored player offers

5 marketing channels consolidated into one centralized, scalable platform

50+ automated multi-channel campaigns implemented across 8 resort properties

30+ industry-specific campaign metrics leveraged to deliver tailored player offers

5 marketing channels consolidated into one centralized, scalable platform

Client Overview

A leading gaming and entertainment company operating eight resort and casino properties across Las Vegas sought to unify and modernize its marketing ecosystem. Each property had unique processes, tools, and requirements for managing marketing operations — ranging from email and SMS to web analytics, direct mail, and mobile push notifications.

As the company expanded its digital capabilities, the marketing teams faced increasing complexity. Managing multiple tools and property-specific workflows led to inefficiencies, fragmented data, and slow execution. The organization recognized the need for a unified, agile solution that could centralize campaign management while supporting property-level personalization and integrating AI-driven insights from SAS Viya.

Challenges

The organization came to Munvo with three core challenges:

Fragmented Technology Stack: Each casino resort used different tools for campaign management and analytics, creating disconnected processes and redundant effort.
Limited Agility: Launching or modifying campaigns across properties required extensive coordination and manual setup, slowing response time to player insights.
Underutilized AI Insights: The company’s existing analytics and AI models in SAS Viya generated valuable predictions, but teams lacked a streamlined way to action those insights within campaigns.

Ultimately, the goal was to replace a patchwork of systems with a single, intuitive marketing platform that could manage all five channels — email, SMS, mobile push, web analytics, and direct mail — in a consistent, repeatable, and scalable way.

Challenges

The organization came to Munvo with three core challenges:

Fragmented Technology Stack: Each casino resort used different tools for campaign management and analytics, creating disconnected processes and redundant effort.
Limited Agility: Launching or modifying campaigns across properties required extensive coordination and manual setup, slowing response time to player insights.
Underutilized AI Insights: The company’s existing analytics and AI models in SAS Viya generated valuable predictions, but teams lacked a streamlined way to action those insights within campaigns.

Munvo Solution

Munvo partnered with the client to implement SAS Customer Intelligence 360 (CI 360) Engage: Direct and Discover — as the unified engine powering their marketing operations.

The solution streamlined every aspect of campaign planning, execution, and analysis, while empowering the client’s internal team with flexibility and autonomy.

Implementation Highlights:

Unified Multi-Channel Platform: Deployed SAS CI 360 across eight properties, replacing disparate tools with a single, integrated environment capable of executing campaigns across email, SMS, mobile push, web, and direct mail.
Property-Specific Campaign Automation: Built and deployed 50+ complex marketing campaigns designed to address each resort’s unique operational and promotional needs.
Offer Assignment Engine: Developed a robust offer assignment process leveraging 30+ industry-specific calculated metrics and more than 100 player data points to ensure highly personalized targeting.
A/B and Multivariate Testing: Enabled sophisticated testing frameworks for rapid experimentation and optimization, allowing the marketing teams to validate AI-driven insights from SAS Viya and apply them in near real time.
Operational Streamlining: Consolidated previously disconnected marketing operations into a single, standardized process within SAS CI 360, reducing overhead and enabling faster time to market.
Enablement and Knowledge Transfer: Provided extensive platform training and administration support to ensure long-term independence and continued success for the client’s internal marketing and analytics teams.

Benefits

By consolidating eight distinct marketing environments into one unified platform, the client transformed both the efficiency and effectiveness of their marketing operations.

Centralized Omnichannel Marketing: All campaign management — spanning email, SMS, mobile push, web, and direct mail – is now executed from one unified platform, enabling consistent brand experiences across properties.
Actionable AI Insights: Integrated SAS Viya predictions directly into campaign workflows, allowing the marketing team to personalize offers dynamically and act on insights faster.
Agility & Scalability: New campaigns and special event promotions can be created and deployed rapidly using standardized templates and reusable logic.
Enhanced Campaign Intelligence: The introduction of A/B and multivariate testing across more than 100 segments allows marketers to continuously optimize their offers and messaging.
Empowered Internal Teams: Munvo’s training and administrative enablement gave the client’s marketing staff full control to build, test, and launch campaigns independently, ensuring long-term sustainability.

Results

Implemented SAS CI 360 Engage: Direct and Discover across 8 casino resort properties

Deployed 50+ automated, property-specific campaigns across multiple channels

Consolidated 5 marketing tools into one flexible, centralized platform

Developed offer assignment models leveraging 30+ calculated metrics and 100+ player data points

Enabled A/B and multivariate testing for 100+ customer segments

Delivered a standardized campaign process that reduced operational overhead and accelerated time to launch

Provided ongoing platform administration and knowledge transfer for business continuity

Quote from Munvo

Munvo is pleased to have supported this leading gaming and entertainment company with implementing SAS CI 360 to consolidate multi-channel marketing campaigns into one solution, while enhancing capabilities through multivariate A/B testing and personalized player offers. This implementation empowers the client to action AI-driven insights from SAS Viya with greater agility — enabling rapid, data-driven results.

- Amit Desai, Director, Professional Services, Munvo

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