The Department

The Customer Strategy, Insights and Innovation (CSII) Division identifies and leads the customer journey for all stakeholders across the Club ecosystem. The Division centralises the Club’s customer understanding and insights across owners, members and wagering customers, striving for innovation via our Digital and Retail channels. Through enhanced data provision & insights, and online / offline customer strategies devised, improve the channels’ and customer groups’ ability to enhance customer experience, drive wagering turnover and groom customers up the tiers.

Enterprise Data Analytics Platform (EDAP) project is to implement the Club-wide data analytics platform to support Club’s strategic direction to transform the Club into a data-driven organization. The transformation journey with data analytics could accelerate the Club to obtain insights to support Club’s strategic initiatives (including Customer Centric Transformation) and p...