MGM Mirage recently announced that it has partnered with ESS Analysis and A.T. Kearney, two consulting firms that will assist the company in upgrading its customer database.

"We are very pleased to announce the latest evolution of our marketing program, which adds the strength of business analytics to our strategic plan," Bill Hornbuckle, MGM Mirage chief marketing officer, said in a statement. "This initiative increases our ability to cater to our guests' personalized needs with a one-to-one marketing outreach."

While companies like Harrah's have been expanding their rewards programs over the past several years, MGM has said in the past that it does not take advantage of its players club card program. Using analytics software, the company hopes to integrate data and use sophisticated software to send out special offers to players.

"This new initiative positions MGM Mirage to lead the industry in the design and development of innovative products and services to respond to the changing needs of its customers," Ranjan Mishra, president and founder of ESS Analysis, said in a statement. "MGM Mirage has tremendous assets-both physical and intangible-to build upon its customer loyalty program. We are very excited to be a part of this transformation."

By Staff