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Casino & Hospitality

Intelligencia executives have been involved in the casino and hospitality for the past five years. With staff based in Hong Kong, Macau, Manila and Australia, Intelligencia's consultants have been intimately involved with projects at casinos and sports books throughout the region.

Intelligencia has been involved with BI, CI, marketing automation and analytics implementation at several casinos in Macau as well as offsite with clients in both Australia and the United States. Intelligencia's executives are some of the most knowledgeable consultants in the field of data mining, analytics and business intelligence.

These are the questions casino executives need to have answered when it comes to predictive analytics in the gaming industry:

  • How much is a patron worth, how much can we expect a patron to lose in the future, and who are the most valuable patrons?
  • What patrons come together?
  • What patrons are most likely to abuse an offer?
  • What patrons are most and least likely to respond to an offer?
  • What offers perform the best?

Once patron worth has been defined, the business can then use data mining and modeling to estimate predicted worth into the future. Simple metrics based on historical behavior, such as Average Daily Theoretical Loss or Average Trip Theoretical Loss, will produce fairly accurate predictions of future worth. However, advanced predictive models are able to predict worth with more accuracy and power by accounting for both patterns in behavior over time and relationships between predictive inputs that exist within casino data. There are a variety of techniques that are used to develop models to predict future worth, the most common being regression models.

Multiple regression models are the most commonly used for this because they utilize a variety of predictors and the relationships between those predictors to predict future worth. For example, a model built to predict future gaming trip worth might be generated based on historical information about theoretical win, actual win, credit line, time on device, nights stayed, and average bet. Regression models can also be built using such categorical variables predictors as gender, ethnicity, age range, or other demographic variables. Developing separate models based on categorical variables, such as separate models predicting worth for slot and table players might produce models with less error and better predictions. Regression models are particularly effective because the model can be used to score historical data to predict an unknown outcome, which is worth in this case, within a certain degree of confidence.

Cruise Lines

Today, the Cruising industry is going through radical changes. With “Big Data” generating quite a lot of hype in the market today, a key question being asked is "How do companies leverage the value of big data?" Cruises lines need to understand the concept of the Analytics Lifecycle, advanced visualization, as well as understand new developments in high-performance analytics, market directions in analytics, including text analysis, as well as emerging deployment models.

Today, the Cruising industry is going through radical changes. With “Big Data” generating quite a lot of hype in the market today, a key question being asked is "How do companies leverage the value of big data?" Cruises lines need to understand the concept of the Analytics Lifecycle, advanced visualization, as well as understand new developments in high-performance analytics, market directions in analytics, including text analysis, as well as emerging deployment models. Cruise lines have unique challenges when it comes to analyzing the social web.

  • New labor demand planning system, which generate transaction forecasts for every 15-minute period at many locations throughout the property, including park entry turnstiles, quick-service restaurants and merchandise locations. These forecasts help the resort plan labor effectively to ensure guest service standards are met.
  • Offering customization – analytics are used to customize offerings and experiences that better match resort guests’ desires. For example, data mining is used to understand what vacation packages are most appealing to different types of guests. This analysis, coupled with optimization models, allows the company’s Web site and call center agents to present offers that provide a more customized vacation planning experience.
  • Training – analytics were utilized throughout the planning process, including organizing the logistics around training the nearly 1,700 new crew members and planning crew rotations on and off the cruise ships.
  • Restaurant table-searing optimization – statistical analyses helps the company understand the patterns around party sizes, arrival times and table turn times. This knowledge is incorporated into mathematical models that determine the right mix of tables to best meet guest demand. Another set of models helps develop inventory templates that embrace the stochastic nature of the operation while maximizing the utilization of the restaurant. A recent update made these models dynamic in nature – accounting for the bookings already made while considering the projected reservations up until the actual day arrives.
  • Streamline back-of-house operations – an on-site textiles facility handles nearly 300,000 pounds of laundry every day, servicing costumes from across the operation as well as linens from resort hotels. The resort leverages computer simulation to recreate the facility in a virtual environment. Simulation offers many benefits prior to making physical changes, including identifying potential bottlenecks and testing new concepts or designs that can increase the overall capacity of the facility.


“e-Sports” is a term for organized multiplayer video game competitions, particularly between professional players. Common games seen in e-Sports competitions include real-time strategy, fighting, first person shooter and multiplayer online battle arena. Big tournaments such as League of Legends World Championships or Evolution Champion Series (EVO) provide both live broadcasts (streaming online) of the competitions and cash prizes to competitors, some in the millions of (US) dollars.

e-Sports are no different to other sports that we are used to seeing and playing. They require training, teamwork (good coordination and mindset) and, depending on the type of game, different skillsets are required. However, overall, a skilled e-Sportsman has to have a strong brain to seriously multitask, and these tasks are usually measured by Actions Per Minute (APM), which refers to the total number of actions that a player can perform in a minute. For those who have had the chance to observe a professional eSports player in action, it is comparable to an active financial trader at a top investment bank; One of a hundred decisions has to be made in seconds, and an incorrect action can cost the lives of player’s avatar and, literally, over a million dollars in prize money.

Although organized competitions or game competitions in general have long been a part of the video game culture, there was an increase in popularity since late 2000s. While competitions around 2000s were largely between amateurs, nowadays competitions are all turning into professional level due to the growing number of players and viewers (online and offline). Over 40,000 people filled a stadium in South Korea to watch the finals of 2014 League of Legends tournament. In fact, sports books worldwide now offer gambling on eSports. More betting options, in addition to traditional sports, are available online with live streams of eSports competitions.

Sports Betting

Working with sports books in both Australia and Macau, Intelligencia has been implementing analytics and marketing solutions at world renowned sports books. Intelligencia has also developed its own I.P. designed specifically for the sports betting industry. 

Social media in healthcare

Social media refers to online resources that people use to share content. This content can include images, photos, videos, text messages, pins, opinions and ideas, insights, humor, gossip, and news of almost any kind. Drury’s list of social media includes the following:

Blogs, vlogs, social networks, message boards, podcasts, public bookmarking and wikis. Popular examples of social media applications include Flickr (online photosharing); Wikipedia (reference); Bebo, Facebook and MySpace (networking); (bookmarking) and World of Warcraft (online gaming).

Unlike traditional marketing models that are nothing more than one-way delivery systems from a company to its consumers, social media is about building a relationship with an audience and starting a two-way dialogue between a company and its consumers. In this new environment, marketing becomes a multi-dimensional discipline that is about receiving and exchanging perceptions and ideas. With his relationship comes both loyalty and deeper understanding of customer interactions and potential interactions so that a healthcare company can gain actionable intelligence that allows it to become more predictive as well as provide a better customer experience. Social media is also about showcasing company expertise and building a channel to connect with industry experts and social influencers.

Social media’s goals:

  • Social media is all about adding value to communities of customers and prospects by providing interesting content.
  • Capture a customer’s social IDs to get a sense of who they are.
  • Use Facebook likes to gain a psychological profile.

For a business in the healthcare sector, social media can be used in the following ways:

  • Add interactivity to a Website
  • Brand and Anti-Brand management
  • Brand loyalty enhancement
  • Build fanbases
  • Connect with social influencers
  • Crisis management
  • Develop a virtual social world presence
  • Discover important brand trends
  • Engage customers and potential customers
  • Harvest customer feedback
  • Market to consumers
  • Reputation management
  • Social Shopping


The connected home is becoming a very complex environment, requiring enhanced focus on knowledge gathering, data collection, and measurement in order to ensure customer satisfaction, competitive differentiation, brand loyalty, end-to-end support infrastructure efficiency, and continued subscriber ARPU growth.

Optimizing the customer experience in the connected home requires operators to embrace the use of analytics in order to:

  • Quickly identify anomalies, implement improvement programs, and understand customer behavior
  • Create and maintain a culture of customer experience (CX) excellence that is aligned with CX business goals and metrics around Net Promoter Score (NPS), customer satisfaction, churn reduction, brand loyalty, and subscriber ARPU
  • Manage the subscriber experience proactively and predictively, and
  • Continuously improve customer care processes and technologies

Areas in which analytics can be used by operators for managing the connected home will continue to evolve, but we have seen operators have a significant impact on improving the customer experience today by taking advantage of home device and home network analytics, online video analytics, Internet security analytics, and customer care analytics. 


Intelligencia has helped lotteries companies automate their marketing campaigns with solutions like SAS's Marketing Automation.