Casino Science assisted a mid-western casino in targeting player segments with promotions that resulted in a 30% conversion rate.

Problem

  • The customer needed a better approach for targeting players with promotions; their current process was non-automated and laborious, taking days or weeks to craft a single segmented list.
  • The player database was not quantitatively segmented.
  • There was no common framework for evaluating and measuring promotion investments.
  • Marketing staff were spending most of their time building reports rather executing on insights.

Solution

  • Deployed Predictive and Promotion Analytics modules across the property for the marketing team.
  • Applied the Casino Science proprietary segmentation algorithm to quantitatively define player tiers.
  • There was no common framework for evaluating and measuring promotion investments.
  • Delivered a common framework for measuring the impact of promotion investments.

Impact

  • Player segments for promotions can be identified in minutes rather than days/weeks.
  • Segments targeted using Predictive Analytics have resulted in a 30% conversion rate with the highest Theo generated for an automated approach.
  • Marketing staff has shifted activities from report building to proactive analysis and engagement.
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