Data Analytics
What is it, and why is it important for casino database marketing? I’ve written quite a few articles in which I make the assertion that your player database is your most valuable asset, and that it is imperative to keep it clean and up to date at all times. This will save direct mail print…
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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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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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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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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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Introducing our new VP of Operations, Lynette O’Connell Please help me welcome Lynette as our newest Raver. She is a major addition to our advanced analytics, marketing, and loyalty teams. Plus, she’s a technology mastermind. As you can see, we’re pretty excited to have Lynette onboard and part of our leadership team. In her role,…
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Do you have a stool problem? Loyalty 360 represents the shift from the selling of a product, or a building, or even an experience, to one of building a community of guests based upon highly personalized interests. This commitment to relevance and resonance will not come easily. You may first need to break through some…
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And what the gaming industry can learn from batter up! Q&A with Ari Kaplan, Sports Analytics Even if you’re not a baseball fan, or maybe not even a data geek, most folks found the movie Moneyball fascinating. In the movie, Oakland A’s General Manager Billy Beane (Brad Pitt) challenges the system and defies conventional wisdom…
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Pick up a pen. Place it in your opposite hand. Draw a circle. Write your name. How does that feel? Do the muscles in your fingers tense? Do you apply more pressure to exert more control? Relax your grip. Release your concentration a bit. Think of the end goal of the circle and how your…
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The machine learning process In my last article, I introduced how machine learning plays an important role in the new analytics renaissance. I discussed how this technology will change gaming by allowing marketers to discover insights locked away in the casino’s databases. Machine learning enables a marketer to examine large amounts of data, looking for…
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