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Posts by Deana Scott

Creating a Power Relationship Between Marketing and Slots

Slot and Marketing Departments working together at a casino

How Creating this Power Team Can Maximize Return and Minimize Over-Investment Slots are our primary product and how casinos make most of their money. However, we tend to treat our players as one-dimensional. What that means is that in most of our marketing, the slot products are not differentiated. Think of the amazing opportunities that…

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Back to Basics: Creating a Successful Casino Grand Prize Drawing

casino grand prize drawing data

Today, casino marketers are inundated with new bells and whistles claiming to drive more revenue, engage players or be the next big craze. I am always interested in learning about these new solutions and tactics to drive business. However, researching these new marketing services and promotional products can become overwhelming. And, sometimes, testing too many…

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Drive Additional Trips by Considering Five Other Key Metrics

Drive Additional Trips - Five Other Key Metrics

We are lucky in the casino industry to have access to piles of data about our players. In spite of the available data, many properties rely almost exclusively on player value data generated through our gaming systems. However, ADT or ADW may not be the most reliable measurement to predict value accurately. By focusing on…

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Lines, Lines and More Lines

casino guest service - hotel check-in lines

Is it time to use a new methodology to improve your guest experience? After a long day traveling, there are two things you don’t want to find entering a hotel lobby: an empty counter or a long line. What you want is quick service, a friendly welcome, and a key packet ready to go. Unfortunately,…

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Our Guests Are Somebody’s Mom

Casino Players Seniors

A new perspective on casino security and surveillance teams During my days in operations, I would gauge a good Monday by whether the Director of Security stopped by my office to fill me in on the antics of the weekend. If he didn’t show by 10 AM, I knew I could make progress on my…

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New Workplace Culture Featuring Pets and Babies

Deana Scott Benny Raving Mascot

Why not create a policy to help company morale? Having spent my career working for Tribes, I have always appreciated the focus on future generations and the generosity towards community and family. This focus is the foundation for many innovative workplace policies that I believe lead businesses to workplace balance. Years ago, I remember being…

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The Results Are In: A Seismic Shift Regarding “Big Data”

Big Data

You can’t open an industry publication or attend a conference without seeing a discussion about Big Data or analytics. Now, that’s good news! Have we finally given the “millennial topic” a rest and could we be on our way to recognizing the need for data-driven decision-making in our operations? It appears an operational focus may…

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Tips to Ensure Your Technology Investment Pays Off

How to avoid technology purchase pitfalls Keeping up with technology is a time consuming and expensive proposition for most businesses. We are inundated with new software programs, hardware and applications touted as the next big “must have” to improve our operations. From accounting and human resources systems to security, slots and not to mention the…

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