The document discusses strategies for using data to enhance ROI in casino marketing, highlighting the importance of measurement, customer segmentation, and promotional tactics. It provides specific metrics on event performance and outlines digital marketing opportunities such as search engine optimization and data capture. Key metrics and insights are presented to demonstrate the effectiveness of targeted marketing efforts in driving customer engagement and revenue.

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

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Follow along
bit.ly/DataNIGA

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GOOD DATA
BEATS AN OPINION
ANY DAY OF THE
WEEK.
- Bill Shakespeare

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Why is data important for casinos?
• Measurement
• Reinvestment
• Wallet Share
• Loyalty
• Customer Value

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Identify Audience Criteria
Segment & Target Customers
Implement Invitation Mail Schedule
Build Reservation Blocks
Be Prepared for Last Minute Requests
Promotional strategies that work.

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. 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. 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

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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

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Optimization
50%
of website
traffic comes
from organic
searches

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Upsells
• In-Venue Upgrades
• Mobile Notifications
• Merchandise
• Incentives
• Reminder Emails

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Data Capture
28%
average
conversion rate
from emails
captured pre-sale
through Etix

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Event Cycle
60%
of our client
emails are opened
on mobile devices
Open rate for
welcome emails is
4x
greater than regular
promotional
emails

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Measurement
• Ticket Counts
• On-Site Kiosks
• Packages
• Upsells
• Sales by Channel

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Questions?

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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