Betting on the Dice

Established in 1980 as Resorts World Berhad, now known as Genting Malaysia Berhad (GMB), is one of the largest listed companies in Malaysia with a market capitalization of about MYR 21.9 billion. GMB wanted to obtain timely, relevant and consolidated information to gain new customer insights in order to create better marketing campaigns and optimize their resources. To master these challenges GMB chose SAS Institute. GMB deployed SAS Enterprise BI Server and SAS Enterprise Miner. With these solutions GMB were able to increase in frequency of visits and spending from high-potential customers.