Global Data
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Database Engineering - US Entertainment Casino

Ogilvy & Mather
US Entertainment Casino

Business Challenge

Increase revenue through online bookings. This is extrapolated and compounded...
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Database Engineering – US Entertainment Casino

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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.

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Database Engineering – US Entertainment Casino

  1. 1. Global Data & Analytics Database Engineering - US Entertainment Casino Ogilvy & Mather
  2. 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.

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