Mandalay Resort Licenses Data Tech from SRD

Systems Research and Development (SRD), A Las Vegas-based developer of strategic systems, has licensed its near real-time data warehouse solution to Mandalay Resort Group Inc.

The SRD near real-time data warehouse solution will provide Mandalay Resort Group the ability to instantly recognize customer value across all of its entertainment properties. SRD's warehousing technology is kept current to within seconds of its contributing operational systems.

"Near real-time data warehousing positions Mandalay Resort Group to deliver extraordinary new levels of customer service," said Peter Simon, senior vice president of Mandalay Resort Group. "We solicited and received proposals from a number of major players in the data warehousing and customer relationship management (CRM) space.

"We selected SRD's near real-time data warehousing technology because its proven technology was substantially more complete as an end-to-end product, could be implemented in a fraction of the time, and had a much lower total cost of ownership. Using SRD's technology, we can simultaneously deploy our CRM solution of choice (E.piphany's E.5), in an unprecedented 120 days."

SRD's warehousing product line leverages industry-standard SQL 2000, Microsoft Message Queue (MSMQ) and Extensible Markup Language (XML). Information is run through a series of processing pipelines. These pipelines contain highly sophisticated data quality and customer match/merge technology.

"Our breakthrough warehousing product can be implemented in under 120 days with just a fraction of the professional services required for a typical warehousing implementation," said Jeff Jonas, president and founder of SRD. "We are going to turn the traditional model on its ear.

"Until now, existing solutions involved a 20 percent product and 80 percent professional services mix -- and a lot of effort and risk. Our warehousing solution set is 90 percent product and 10 percent professional services. Using SRD's superior products and tactics, deployment is faster, and risk is greatly reduced."

"We wanted a world-class warehousing solution that could be deployed quickly and safely across our 16 properties and nearly 48 disparate systems," Simon said. "Additionally, SRD's Central Messaging Engine (CME) interface strategy ensures future properties and systems can be integrated with minimal effort."

For more than 18 years, Systems Research and Development has designed and implemented leading-edge technology solutions for high-profile companies all over the United States. Its design and development projects have a proven track record in data warehousing, human resources, financial and security/surveillance systems.

In addition, SRD has created powerful new tools to combat fraud including Non-Obvious Relationship Awareness (NORA). The company's past and present client list includes MGM Mirage, Cendant, Target, Station Casinos and Boyd Gaming.

Mandalay Resort Group owns and operates 11 properties in Nevada: Mandalay Bay, Luxor, Excalibur, Circus Circus and Slots-A-Fun in Las Vegas; Circus Circus-Reno; the Colorado Belle and the Edgewater in Laughlin; the Gold Strike and Nevada Landing in Jean and Railroad Pass in Henderson. The company also owns and operates the Gold Strike, a hotel/casino in Tunica County, Miss.

The company owns a 50 percent interest in Silver Legacy in Reno, and owns a 50 percent interest in and operates the Monte Carlo in Las Vegas. In addition, the company owns a 50 percent interest in and operates Grand Victoria, a riverboat in Elgin, Ill., and owns a 53.5 percent interest in and operates MotorCity in Detroit.

E.piphany is a leading provider of intelligent customer interaction software for the customer economy. E.piphany E.5's single enterprisewide view of each customer helps global businesses better understand and proactively serve customers in real time. E.piphany has headquarters in San Mateo, Calif., and has regional operations and offices throughout the United States, Europe and Asia Pacific.

Contact for Systems Research & Development, Pete Codella, 800-864-2792.