Your SlideShare is downloading. ×
  • Like
Database Engineering – US Entertainment Casino
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Database Engineering – US Entertainment Casino

  • 362 views
Published


A U.S. entertainment casino chain wanted to deploy a targeted strategy to increase revenue and volume through online bookings. They focused on finding valuable leads, designing targeted communication, and providing value-based offers in light of a slowing economy and declining room rates.

Published in Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
362
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
6
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Global Data & Analytics Database Engineering - US Entertainment Casino Ogilvy & Mather
  • 2. US Entertainment Casino Business Challenge Increase revenue through online bookings. This is extrapolated and compounded by a slowing economy and declining room rates. Solution Commitment to ongoing improvement through a program of analytics: Enhanced reporting, data collection and segmentation Implemented detailed KPI development, data capture; this allowed for ongoing optimization against true profitability by keyword, creative, and placement. We developed a sophisticated visitor segmentation program aimed at delivering more precise online targeting. Advanced Targeting Geo-targeting analysis by property to identify opportunity and focus spend on key Zip Codes & DMAs. Deploy the latest technology and data providers to deliver advanced network targeting based on propensity to book. This reduces our effective CPMs through less “wasted” impressions. Social media for copy and message insight Search copy insights derived from analysis of travel reviews on TripAdvisor.com. Result: highlighting key messaging themes, in consumers’ own language has yielded +15% to +30% increases in search ROAS Attribution Analysis We evaluated the detailed holistic impact of a “drive-to-site” campaign. Our advanced analysis uncovered the “halo” profitability of travel sites that otherwise would have canceled from the campaign. We have built a full custom-attribution model for Harrahs. Currently we are the only agency in the industry working with Atlas to incorporate better science into their existing attribution tool. Results We doubled online revenue within 1 year, ROAS up 270%, Cash (non-comped) bookings up 70%. Other initiatives yielded a +30% increase in ROAS for remessaging.