David Norton - My Ah-Ha Moment with Big Data - Data Summit

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David Norton, EVP, Analytics & Consumer Insights, MDC Partners Inc. …

David Norton, EVP, Analytics & Consumer Insights, MDC Partners Inc.

His presentation at the 4A's Data Summit on October 16 in NYC. For more info: http://datasummit.aaaa.org/

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  • 1. Growth amongst our VIPs fueled the business until September 2008 $1,000K Annual Growth Q101 – Q108: 25% 800 600 Annual Growth Q108 – Q110: (15%) 400 200 0 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ‘10
  • 2. Our Ah Ha moment was when Diamond and 7 Star service scores converged with Gold 0.8 0.7 0.6 0.5 %A Service Score Gold 0.4 Diamond 7* 0.3 0.2 0.1 0 2005 2006 2007 2008 Q1 09
  • 3. Quant research also told that gaming had dropped in their L&E Priority List L&E Activity $3,314 Vacation $11,695 $811 Concert / Theater $538 Charity Event $803 Cruise $3,128 Movie Theater $246 Theme Park $452 Spa 0.7 Golf Live Sport Event 0.8 Avg. Annual Spend $832 Gambling $30,854 Bar/Nightclub $935 Restaurant $5,038 Shopping $5,167 0.6 0.5 VIPs reduce gambling before cutting other activity 0.4 0.3 0.2 0.1 0 2005 2006 2007 2008 Q1 09 VIPs cut other activity before reducing gambling (among participants)
  • 4. Our analysis showed their was a service premium when the host Engaged with their customers during a visit 0.8 0.7 0.6 %A 0.5 0.4 0.3 0.2 0.1 Host Interacted with the Guest 0 74% VIP with Host 65% VIP with no Host 56% 2005 2006 2007 2008 Q1 09 L&E Activity Golf $3,314 Vacatio n $11,695 Sport $811 Concert /Theate r $538 Charity Even $803 Cruise $3,128 Movie Theater $246 Theme Park VIPs reduce gambling before cutting other activity Avg. Annual Spend $452 Spa $30,854 Bar/Nig htclub VIPs cut other activity before reducing gambling $832 Gamb $935 Restaur ant $5,038 Shoppin g $5,167