Posts by Deb Hilgeman, Ph.D.
How to Use Research to Help You Determine What is the Next Normal
What trends are being identified, and how to apply this to your business Now that casinos are reopening in a different business environment due to COVID-19 concerns, one of the biggest challenges is that all the data we collected up to now may not be relevant. So how do we proceed from here? There is…
Read MoreBest Practices Protocol for Guest Communication
Why Northern Quest Resort & Casino’s emails to guests impressed me One of the first casinos nationwide to reopen after the coronavirus closings set a best practices protocol for guest communications during these challenging times. Northern Quest Resort & Casino, a Kalispel Tribal Enterprise in Airway Heights, WA, was in uncharted territory in creating a…
Read MoreYikes! What Will Yelp Think of Next?
As if casino marketers and operators didn’t have enough on their plates trying to keep up with all the new online information, social and review channels, it seems as if these mediums keep adding features that make our jobs even more complex. A case in point is Yelp, which recently added a paid service called…
Read MoreStill Want to Get Engaged?
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…
Read MoreSix 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…
Read MoreAre Market Researchers Really Hooking up People’s Brains to Measure Responses?
There has to be an easier way I try to keep up on what’s happening with consumer research, which is usually pretty dry reading, even for someone who loves research as much as I do. But, every now and then, something just jumps off the page and grabs my attention. According to an article on…
Read MoreStaffing Challenges: Our Industry’s Number One Problem
What are you doing to solve it? One of the new questions that we added in Raving’s 2nd Annual Indian Gaming National Marketing Survey was to determine what the biggest challenges are that casinos will be facing in 2018. As you can see from the chart below with survey data, staffing challenges are a clear…
Read MoreAre You Operating With Less Business Intelligence than Your Competitors?
Data results on how much market research casinos are doing Raving recently completed the 2nd Annual Indian Gaming National Marketing Survey. One of the objectives of this annual study is to help marketing practitioners understand current practices and to see where their property falls on the spectrum. For example, a key finding of this year’s…
Read MoreRaving’s 2nd Annual Indian Gaming National Marketing Survey
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…
Read MoreCluster 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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