Holland Casino: quick overview of visitor numbers through the intranet
“Every Wednesday it is Ladies Day in all Holland Casino branches. Ladies can enter for free and are offered a free drink. On these days, Holland Casino offers a selection of special Ladies Night events in the different branches.” Using an intranet application, branch managers can now immediately see where the visitors are from.
Reporting on the visitors’ place of origin
Holland Casino has 11 branches all over the Netherlands in addition to its main branch in Hoofddorp. All branches request data from their visitors, such as the postcode of their place of residence, their age and sex. And the admission ticket or discount voucher tells Holland Casino whether the visitor has entered because of a special campaign like ‘Ladies Day’. All these data are transferred directly to the central database in Hoofddorp. Before, marketing analysts then made an analysis of these data and forwarded reports to the individual branches.
Faster and interactive
In support of this process, Geodan has implemented a web-based geographical information system. This way, branch managers can view visitor data directly, without the intervention of an analyst, either by postcode or by municipality. The manager himself can determine what data he wishes to view and in what manner. Through the application, the branch managers can now directly see where their visitors are from.
Mapinfo
Holland Casino uses MapInfo technology:
- A web-based solution was chosen based on MapInfo MapXtreme as this solution could be implemented quickly, has an easy-to-understand structure and is manageable in the longer term: this resulted in a low cost-of-ownership.
- MapInfo Professional is the desktop mapping environment used by Holland Casino analysts to manage the geographical data and make the advanced analyses that are not available for branch managers in the MapXtreme solution.