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How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles

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During this panel discussion, we'll take a closer look at how to better-manage your casino’s marketing cycle, including how to perfect strategies for casino events, special offers, and on-site promotions. Our goal is to help develop marketing strategies focused on driving ROI, capturing data on the gaming floor, increasing long-term loyalty, and maximizing incremental customer value.

Published in: Marketing
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How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles

  1. 1. How to Use Data to Increase ROI Analyzing Casino Marketing Cycles 2015 Tradeshow & Convention #indiangaming2015 Joe Kustelski Etix Steve Marshall The Fine Point Group
  2. 2. #indiangaming2015 Follow along bit.ly/DataNIGA
  3. 3. #indiangaming2015 GOOD DATA BEATS AN OPINION ANY DAY OF THE WEEK. - Bill Shakespeare
  4. 4. #indiangaming2015 Why is data important for casinos? • Measurement • Reinvestment • Wallet Share • Loyalty • Customer Value
  5. 5. #indiangaming2015 Identify Audience Criteria Segment & Target Customers Implement Invitation Mail Schedule Build Reservation Blocks Be Prepared for Last Minute Requests Promotional strategies that work.
  6. 6. • Fixed Cost Events • Variable Cost Events Types of events and cost models. Audience selection depends on event objectives and goals: Maintenance (Thank You) Event • New Years Eve • Blend Cumulative worth and Average worth Profit Driven Single Day Event • Concert/Party with Limited Seats • Based on highest ADT/ADW
  7. 7. Pro Forma Post Forma Variance Total Revenue $95,000 $150,000 $55,000 Total Fixed Costs $19,750 $19,750 $0 Total Variable Costs $22,000 $27,000 $5,000 Total Expense $41,750 $46,750 $5,000 Total Profit/Loss $53,250 $103,250 $50,000 ROI 56% 69% # Guests 500 550 50 ADT $190 $273 $63 Pro Forma and Post Forma
  8. 8. Series of Events • Card punch promotion • Play Longer Events Date Guests Trips Frequency Total Theo ADT Freeplay Net Theo Week1 1,000 2,700 2.7 $200,000 $ 74.1 $25,000 $175,000 Week2 950 3,000 3.2 $300,000 $ 100.0 $23,750 $276,250 Week3 1,150 3,100 2.7 $250,000 $ 80.6 $28,750 $221,250 Week4 1,200 3,250 2.7 $320,000 $ 98.5 $30,000 $290,000 Week5 1,175 3,500 3.0 $400,000 $ 114.3 $29,375 $370,625 Average 1,100 3,117 2.9 $290,000 $ 93.0 $27,500 $262,500 Variance 6.8% 12.3% 4.4% 37.9% 22.8% 6.8% 41.2% Pro Forma and Post Forma
  9. 9. #indiangaming2015 Digital marketing opportunities. Optimization: search engines and website. Upsells: mobile notifications and upgrades. Data Capture: identifying unknown ticket holders and CRM. Event Cycle: welcome, pre-sale and afterglow. MORE Measurement
  10. 10. #indiangaming2015 Optimization 50% of website traffic comes from organic searches
  11. 11. #indiangaming2015 Upsells • In-Venue Upgrades • Mobile Notifications • Merchandise • Incentives • Reminder Emails
  12. 12. #indiangaming2015 Data Capture 28% average conversion rate from emails captured pre-sale through Etix
  13. 13. #indiangaming2015 Event Cycle 60% of our client emails are opened on mobile devices Open rate for welcome emails is 4x greater than regular promotional emails
  14. 14. #indiangaming2015 Measurement • Ticket Counts • On-Site Kiosks • Packages • Upsells • Sales by Channel
  15. 15. #indiangaming2015 Questions?
  16. 16. #indiangaming2015 More questions? Let’s talk. Steve Marshall SVP Relationship Marketing, The Fine Point Group smarshall@thefinepointgroup.com 702-965-2018 Joe Kustelski CEO, Etix joe.kustelski@etix.com 615-772-6196

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