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Melco Case Study | Scaling Hospitality & Casino Analytics with Yellowbrick Data Warehouse
MELCO
Industry: Travel and Hospitality
Use Case: Marketing Analytics, Customer 360

How Melco Scaled Hospitality and Casino Analytics with Yellowbrick Data Platform

Melco launched a “Customer 360” program to unify data from multiple touchpoints for analysis in Tableau and SAS. Their existing platform’s performance and scalability fell short, so they turned to Yellowbrick to modernize analytics and support future growth.

Melco launched a “Customer 360” program to unify data from multiple touchpoints for analysis in Tableau and SAS. Their existing platform’s performance and scalability fell short, so they turned to Yellowbrick to modernize analytics and support future growth.

Overview

Melco, one of the world’s largest casinos and integrated resort operators ($5B+ annual revenue), had adopted a “Customer 360″ initiative in which data from multiple customer touchpoints would be aggregated in a data warehouse to yield data-driven insights by analysts using Tableau and SAS. These insights would enable the company to tailor more targeted marketing initiatives that build loyalty and trust, and to increase company revenue and profitability.

SQL Server on Hadoop inadequate

The immediate choke point in the project was Melco’s legacy SQL Server data warehouse on top of a Hadoop-based data lake. Although Hadoop was valued as a low-cost, highly scalable storage tier, SQL Server was too slow to sustain concurrent users, and the more data ingested, the slower it got.

  • Performance became unacceptably slow when concurrent users tried to access the same dataset.
  • Data loads were not only slow but often subject to manual input, and massive data growth affected performance and scalability.
  • Because so little data could be analyzed at once, marketing campaigns could build on only a couple months of customer history, blocking full monetization of seasonality.
  • The sophistication of analytics was inadequate for supporting the Customer 360 project’s goals.

Modernizing the platform with Yellowbrick

After reviewing several providers, Melco chose Yellowbrick for its ability to transform the digital environment into a high-performance analytics powerhouse, while complementing Hadoop and existing tools and ensuring a smooth transition for end users.

SQL Server data warehouse

Results Include:

  • Loading of complex dashboards and analytic data structures now only took a few seconds instead of several minutes, with Yellowbrick providing headroom to add more concurrent users and easily scale to support user growth
  • Faster access to new data, thanks to rapid ingestion and the ability to query new data immediately, so that analysts can work with the latest information
  • 4X the historical data is available for analysis, allowing the company to build more targeted campaigns and monetize seasonality much more effectively
  • Up to 300X faster queries, dramatically reducing the time to insight and accelerating the speed of decision making

EXPERIENCE THE DIFFERENCE
WITH YELLOWBRICK