Press Releases Jan. 25, 2010

Seminole Hard Rock selects SAS® data mining to boost gaming revenue
Powerful, customizable SAS provides maximum value to sophisticated, new users alike
CARY, NC (Jan. 25, 2010) – Using SAS® Enterprise Miner™ software from the leader in business analytics, Seminole Hard Rock Hotels & Casinos are surfacing customer gems once hidden among millions of database records. Data mining is critically important to successful database marketing.
“After careful evaluation, we chose SAS data mining software because it is powerful and yet customizable enough to work well for both sophisticated and new users,” said Jeffrey Hook, Senior Vice President of Marketing at Seminole Hard Rock. “And the price was right. We expect SAS to pay for itself in three to six months.”
Hook continued, “We know our database is worth more revenue than we’re currently getting. Our property marketers and product managers are especially excited about the new modeling capabilities. SAS Enterprise Miner’s broad toolset will support our entire data mining process. We can quickly and efficiently produce models that help our marketers reach the right person with the right offer at the right time.”
Enabling smarter marketing decisions
The demand for useful analytical information is growing everywhere. Entertainment and hospitality is no exception. With SAS, Seminole Hard Rock marketing executives can make smarter decisions. One early program is to contact guests who haven’t visited frequently but are likely to come enjoy the casino again when invited. SAS Enterprise Miner will simplify customer segmentation to quickly identify such groups for marketing outreach.
“By fully harnessing and exploiting the power of their data, Seminole Hard Rock can segment their markets for a more targeted marketing approach,” said Tapan Patel, Global Marketing Manager for SAS Data Mining. “In addition to improving patron loyalty, the lifetime value of all patrons can be increased through the effective use of retention, response and value models.”
Miami-based Qualex Consulting Services, a SAS Gold Partner, installed and configured the new solution. SAS provides flexible data mining software for all skill levels to address a variety of complex problems. Going from raw data to accurate, business-driven data mining results becomes a seamless process, enabling the statistical modeling group, business managers and the IT department to collaborate more efficiently.

Streamlining the data mining process
SAS Enterprise Miner creates highly accurate, predictive and descriptive models based on analyzing vast amounts of data from across the organization to improve performance. Forward-thinking organizations use SAS data mining software to detect fraud, minimize credit risk, anticipate resource demands, increase response rates for marketing campaigns and curb customer attrition.
SAS solutions are built on the common, scalable SAS Business Analytics Framework. With SAS, companies can start with a single solution and evolve at a pace that suits their needs.

About Qualex Consulting Services, Inc.
Qualex Consulting Services, Inc. is an award-winning leading BI software integrator headquartered in Miami, FL, with international offices in London, Mumbai, Buenos Aires and Santo Domingo. With over two decades worth of experience integrating SAS Software, Qualex provides software and consulting services primarily to large enterprises and medium-sized businesses worldwide, including federal, state and local governments as well as key organizations in the gaming and hospitality, financial services, insurance, telecommunications, energy, pharmaceutical, manufacturing, retail and healthcare industries. Qualex has qualified as a SAS Gold Partner since 2002 and has been honored several times with both the prestigious SAS Partner Excellence Field’s Choice Award as well as the coveted Partner Excellence Award. Qualex was the Winner of the 2004, 2005 and 2006 SAS Field Choice Award. Qualex is a SAS Reseller in the USA and was awarded reseller of the year in 2007. Qualex consultants have worked on a wide variety of projects representing nearly every industry within the international SAS user community. Qualex gives customers the benefit of its experience in solving business problems and providing solutions with SAS. All work, including on-site work, is supervised by senior consultants with at least ten years of SAS experience. To learn more about Qualex, visit www.qlx.com.
About Seminole Hard Rock Hotels & Casinos
Seminole Hard Rock Hotels & Casinos are the leading entertainment destinations in Tampa and Hollywood, Fla., with the latest Vegas-style slots and Florida’s only Blackjack and Baccarat table games. They are two of seven Florida casino complexes owned and operated by the Seminole Tribe, which also owns Hard Rock International, the global restaurant, lodging and casino company.

About SAS
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know® .

Contact
Qualex Consulting Services, Inc.
4300 Biscayne Blvd.
Miami, FL 33137
Telephone: + 1 877-887-4727