MGM Resorts Builds New Customer Data Platform

MGM Resorts has built Customer Data Platform, a leading Affinity company, to enhance third-party ID resolution and provide access to previously unavailable data and insights, creating new ways to personalize the customer experience.

MGM worked with Amplitude as a fundamental part of its five-year digital transformation plan to replace older systems that took days to access customer data and were often fragmented and inaccurate. By assembling and making customer 360 easy to use, MGM is delivering messages and promotions before, during or at key moments after a visit to provide customers with an improved experience and drive more engagement.

“Trusting our data and being able to access it in less than an hour is a complete turning point,” said Prakash Ranjan, MGM’s vice president of engineering, marketing technology and digital ventures. “There have been teams across the company discussing the accuracy and validity of our customer data model, but with Amplitude we no longer waste time figuring out who our customers really are. These teams can now be more productive and do what best serves their customers.”

With Amplitude’s CDP, MGM has now achieved:
A single general purpose Customer 360 database that replaces multiple individual team databases
Improve accuracy by significantly deduplication of records to deliver to customers
Ability to create flexible predictive modeling that takes customer experience beyond games
“The Travel & Hospitality industry is under particular pressure to deliver business results despite the strain of day-to-day operations,” said Kabir Shahani, CEO of Amperty. “Without a comprehensive customer data base, it is corporate brands like MGM Resorts that quickly recognized that the business is too error-prone, too slow, and lacks the capacity to positively impact revenue. Despite the challenges posed by the pandemic, Prakash and his team are helping the company experience strong business outcomes by taking the necessary steps to narrow the link between data-driven insights and customer experience.”


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