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Posts by Lynette O’Connell

360 Data Analytics: Don’t Leave Money in Your Database

casino data analytics - lynette o'connell data scientist

Using a 360 Data Analytics approach and developing a complete view of your top revenue-generating departments is critical. Through this process, you will uncover money sitting in your database and be guided on how to capture it. This is a higher level view of this concept. Ultimately, your goal is to use your data to…

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CMS, CRM, BI, Data Warehouse …

CMS CRM BI and Data Warehouse for Casino

What are these tools, and what combination is the best for your property goals? There are so many words to describe the software systems in casino database marketing, and it can be confusing. I am going to cover the differences between a Player Management System, a data warehouse, a CRM (Customer Relationship Management) system, and…

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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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