Casino Player Data Enhancement and Laser Focused Marketing
Rethink How You Market to and Develop Players at Your Casino
Player Data Enhancement
Player data enhancement, (often called data enrichment) is the process of enhancing your player data with additional information pulled from external sources. This data often includes (but is not limited to) Life Cycle, Discretionary Income, locational information, ethnicity, spending habits and more. This permits us to design enhanced market segmentation that correlates to specific products or services. This allows clients to define, target, and generate lists of and players and non-players at the household level. Combined with enhanced market defined segmentation profiles, you can identify opportunities for player development up-selling to increase your casino's revenue.
Improve your player development process
The data enhancement combined with Market Segmentation and the results from the GIS analysis and statistical models, will improve your player development process by empowering your executive hosts with information on players who can be cultivated and encouraged to play more.
We provide services that can simultaneously increase your reach into your target markets while saving you time and money and improve your efficiency, all grounded on data. Using GIS technology, combined with years of experience, we help you develop a focused view of your markets based on the most current data.
Additionally, we can target existing players that represent the potential for additional revenue based on our enhanced data and statistical model of the player, This allows you to develop specific and personalized communications with the player. This is more than the ADT model for targeting - it includes ADT and other relevant player characteristics such as:
- 1. Customer locational information
- 2. Profitability
- 3. Integration of third party data
- 4. Life cycle,
- 5. Discretionary income,
- 6. Enhanced geographic data
- 7. Cultural attributes
- 8. Economic Cohorts
- 9. Ethnicity
- 10. Spending Habits
Think of the opportunity to acquire a larger share of the market from your competitors! This is all possible through a new generation of technologies and a massive amounts of data which will enable marketers to target individuals and customers more precisely.
Our analysis and data enhancement will help you produce Laser Focus approach to targeted marketing by:
1. Recognize key market segments that match specific player profiles,
2. Identify market gaps that represent opportunities, and
3. Create a file of non-players to market too.
Fine Tune Your Player Development Process
There are over 71 unique market segments that can be assigned to a customer. One key field included in our analysis is discretionary income. Discretionary income represents money to be spent on non-essentials.
The following map summarizes a casino's player distribution by reward status and specific players who could be developed for reward status upgrade based on their market segment definition, discretionary income, plus additional GIS characteristics. Their player segment profiles match the higher level "platinum" player market segment, but they have not utilized the casino enough the earn that reward status. This the opportunity to develop one-on-one communications to encourage them to utilization your casino versus your competition.
GIS Based Customer Analytics - GIS can help answer questions like: Where are players located, by reward status? What are their characteristics (market segmentation) versus the classification of the neighborhoods? Where are the market segments clusters or Hot Spots to target specific areas with desirable players and non-players.
Competitive Analysis -
Define GAPs based on the players frequency, neighborhood and market segment. GAPs will show which neighborhoods that are not being served effectively and if these neighborhoods have desired player profiles that match the target market segments .
Define Primary Service Areas or Trade Areas - GIS allows casinos to understand and define the “effective” service area for the casino, based on a variety of factors including: distance to the casino for any player, Drive time , the targeted ADT and discretionary income and the defined targeted market segments, plus life cycle data and more.
Improve your player development process The data enhancement combined with market segmentation and the results from the GIS analysis and statistical models, will improve your player development process by empowering your executive hosts with information on players who can be cultivated and encouraged to play more.
Location analytics, provides information about issues of convenience for different market segments. It also can produce a wide variety of information about the demographics, target market segments at the neighborhood level.
For an info-graphic on the Casino Player Development Process Click Here
These are just few examples of the application of GIS and casino analytics.
A great example for targeting specific areas, for prospecting for new clients, can be achieved with a " Heat Map or Hot Spot Analysis". To learn more about Heat Maps or click here Hot Spot Analysis,
At GISBanker we believe better data with better Insights results in improved Marketing ROI. Our mission is to connect your casino with players and prospects that will help you succeed. We aim to be your ally in reaching business goals by providing data-driven insights so you can make better decisions.
If you are interested in knowing more about our service, please contact us here:
Steve Bouton, Director (619)917-7596 for more information. Or Click here to email for more details