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Posts by Lynette O’Connell

Basic Guidelines for Campaign Segmentation Strategy

An effective casino campaign strategy requires the effective implementation of segmentation. Why? Because the target audience drives the campaign strategy. Let’s start by looking at a basic active customer program: The campaign strategy should be different for each of the segments below. The goal of the overall campaign is to grow and maintain guest loyalty.…

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Building a Marketing Testing Program

Lynette O'Connell - Data Analytics Test and Control

Nine Lessons for Better Results I am sure we can all agree that testing is a great thing, and many of you have probably tried it to different degrees of success. But did you get the results you had hoped for? After decades of marketing and running many A/B Tests in database marketing, I have…

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