Affinity Gaming, the operators of Terrible Herbst Casinos in Nevada and Iowa, have selected the Advanced Intelligence Marketing (AIM) CRM solution from Marketing Results, a Las Vegas-based casino marketing and consulting agency.

“We have used AIM to improve our bottom line and reduce the workload of staff when developing marketing strategies and executing CRM programs,” said Ferenc Szony, chief operating officer for Affinity Gaming. “This measured success has led us to expand our AIM license agreement to additional Affinity properties.”

According to company literature, AIM is an easy to use, secure in‐house database marketing tool that turns data into meaningful marketing intelligence producing information segmented by key player characteristics. The AIM campaign management system empowers casino marketers and creates efficiencies and productivity in database marketing. Offering superior analysis, the system also contains a player development module that connects marketers to the vital statistics about their best players.

“We are proud of the results AIM generates for clients. Our unique architecture empowers staff at the line level and at corporate headquarters to simultaneously interact with players, immediately track results and, if necessary, take counter‐measures to ensure successful campaigns,” said Marketing Results Vice President of Database Marketing Craig Border. “Player development has access to real‐time information that they can access from a tablet PC or other handheld device while on the gaming floor. This added level of interaction with player data drives strong player relationships.”