MGM Mirage Picks CRM Suite

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Resort and casino operator MGM Mirage will use the Ascential Enterprise Integration Suite to help identify and fulfill individual customer needs across the company's eight casino resorts in the United States, Ascential Software Corp. announced yesterday.


The MGM Mirage will use the suite to integrate, profile, cleanse and load 50 million customer records and 400 million transactions into a new data warehouse in real time. Guest services, operations and market research will use these results to plan marketing, incentive and direct mail campaigns.


"To compete in the crowded casino resort market, we need a detailed understanding of our guests to provide them with entertainment options and offers that will make MGM MIRAGE their preferred resort," said Michelle Messina, MGM Mirage executive director corporate marketing.


Messina said initial implementation is expected to take approximately three months.


Ascential Software is located in Westboro, MA.


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