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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 give your guests what they want, when they want it. The revenue opportunity will follow. To start off this process, look at the key revenue-generating departments at the property; within each department, focus on specific qualitative analysis.

We begin with understanding the natural segmentation of the database. Find the bell curves for your specific metrics including spend and frequency. This gives an overall understanding of your database and gives the history and basis for the story we are creating. With that complete, we can dive into each of the departments below to build-out the story.

Following is a list of the top four revenue-generating departments with talking points and questions to consider around using a casino data analytics approach. You’ll need to do this process for all four departments to walk away with critical key metrics.

Player Development

With the understanding achieved from the database overview, the next step is to understand the player behavior and what to do to create impact to revenue. Aligning knowledge gleaned from database marketing, creating hyper-segmentation within this group to speak to groups at the right moment is critical. Creating the ability for hosts to manage their book of business through this hyper-segmentation using their training and scripts is valuable. Is the play of the customer going up, down, or about the same? Have they missed some trips? Imagine this information in the hands of the PD team and having them armed with the training to integrate this new information into their sales process.

Casino Database Marketing

First, look at the natural segmentation of the database. Review your worth segmentation cohorts to see if you need to make adjustments to reach your goals. These include your casual players, your retail players, your experienced players, VIPs, and maybe VVIPs. Are you looking at them year-over-year regularly? Does the mail segmentation align with what you are seeing? You may need to re-adjust your programs if you are not seeing the growth you desire. Once you have reviewed this information, apply your knowledge! Do this strategically to each of your customer lifecycle programs and your segmentation (based on spend, frequency, and locality) within each program. Many times, this step is ignored which can lead to missed revenue opportunities.

Players Club

Again, with natural segmentation, make sure that your tiers and club program aligns with the database. Are you moving players into new tiers based on the database? Do the criteria to qualify for the next tier seem inspirational to each of the worth segmentation cohorts? Each cohort should be a feeder for the next tier up. Make sure that your promotions and giveaways are maintaining players in the lower tiers and managing profitability. Look at using your kiosks for promotions to drive trips. At what point is the right point to move players into the player development program? This should be clear by looking at the natural database analysis from the beginning.

Slot Floor

The slot floor is critical to the business. Understanding key slot metrics like occupancy, Theo, win per day, days on the floor, and several more helps many teams understand when to add or remove machines. Aligning that with what customers prefer adds another level of analytics and improves the customer experience. Furthermore, there is a huge win in applying the information from both slot accounting and the player database.

Imagine looking at the games with preference before taking a machine off the floor. For instance, if you need to remove a machine that happens to be a favorite of a VIP, then slots can notify PD and give the player advance notice about what other games they may like. This creates a good guest experience. This is a start. Getting slots and marketing to work together will be a profitable exercise.

When you’re done with using 360 Data Analytics on the four departments above, the final step is sharing key metrics from each department and putting this into an executive overview. This gives your senior management team access to the results and creates the accountability of measurement throughout all of the departments.

There is so much opportunity when you apply analytics to your top revenue-generating departments. The above guide only scratches the surface on how you should be thinking about this concept. Guaranteed, however, is to apply these principals to stop leaving money in your database!

This article was originally published in the July 2019 issue of Casino Journal.

Lynette O’Connell

Lynette O’Connell