Inside Asian Gaming

IAG OCT 2021年10月 亞博匯 45 數碼聚焦 D ata has become the new reserve currency for IR operators. The value of capturing extensive information about customers has become critical to overall business performance. The surge in digital activities, from Alipay and WeChat mini-program marketing, to cashless payments, digital reservations and geolocation Wifi log-ins, allows for a huge increase in data collection from new data streams that can help to inform business decisions and improve efficiencies across the IR landscape. In a service-orientated industry, customer experience and service delivery benefit enormously from equipping front line staff with information on customers’ personal preferences in order to deliver a personalized experience. Equally, back-end CRM management that deploys sophisticated AI and data analytics tools can orchestrate a marketing communications strategy with superior engagement and ROI outcomes. Data, therefore, has become mission critical for informing decisions throughout the IR business, from inventory management to staffing and marketing strategies. Consequently, the scope of data collection and processing has reached new levels. The majority of this data concerns personal information of customers, visitors and employees, which triggers the requirements of national personal data and privacy laws. With the increased volume and sensitivity of the information captured, data privacy compliance has become a critical business requirement. 隨著捕獲信息的數量及敏感性的增加，數 據隱私的合規性已經成為適用於絕大多數 IR業務營運的關鍵要求。 數 據已成為IR運營商的新儲備貨幣。獲取有 關客戶大量信息的價值已成為整體業務績 效的關鍵。從支付寶和微信小程序營銷， 到無現金支付、數字預訂和地理定位Wifi 登錄，數字活動的激增使得從新數據流中 收集的數據大量增加，有助於為商業決策提供信息，並提高IR領 域的整體效率。 在一個以服務為導向的行業中，通過為前線員工提供客戶個 人偏好信息以提供個性化體驗，對客戶體驗和服務交付都大有裨 益。同樣地，部署複雜的人工智能及數據分析工具的後端CRM 管理可以協調營銷傳播戰略，取得更好的參與度及ROI結果。 因此，從庫存管理到人員配備再到營銷策略，數據已成為在 整個IR業務決策的關鍵。因而數據的手機及處理範圍達到了新的 水平。這些數據大部分涉及客戶、訪客和員工的個人信息，這觸 發了國家對個人數據及隱私法的保護要求。