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Posts by Deb Hilgeman, Ph.D.

Still Want to Get Engaged?

Engaged Team Members at Casino - Deb Hilgeman, Ph.D.

Changes in team member engagement trends help create a happier and more profitable workplace Three years ago, I wrote an article about team member engagement and how it is becoming increasingly popular. This article will look at current trends to help you identify ways to be more successful in 2019. First, to recap just what…

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Six Ways to Use Market Research to Improve Your Business

Why pictures of your players will drive more social engagement We’re at the start of another year, so it seems like a good time to remind everyone about how market research can help you make better and more informed decisions about your casino marketing and operations. This article lists six types of research that you…

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Raving’s 2nd Annual Indian Gaming National Marketing Survey

Deb Hilgeman

Key findings indicate promotions and digital spending will increase; email at status quo In January, Raving released the second annual casino marketing study based on data from more than 80 U.S. casinos nationwide, and First Nations casino properties in two Canadian provinces. Some of the casinos that participated in the study have fewer than 250…

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Cluster Analysis Reveals Hidden Insights

How many main segments of like-minded customers do you have in your casino database? Customers who share common attitudes, beliefs and behaviors? If you have a tiered players club, you’re already segmenting your customers by how much they spend. In your direct mail program, you probably segment by recency, frequency and spend, at the very…

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An Underutilized Tool for a Competitive Advantage


Casinos that have a competitive advantage are those that can see the possibilities of using research in ways that their competitors may not be doing yet – which group do you fall into? Let’s start with a short quiz … 1. Does your casino use research to answer these questions? How satisfied are our customers…

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Does Guest Service Drive Visits?

Hotel Receptionist

How much does customer service drive guests to visit your casino? You might be surprised. I’ve written before about the value of conducting an annual players club survey of your customers. This measures how your players perceive your club’s structure and benefits, how valuable the club is to your players, and how it can show…

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