las vegas - a look behind the curtain of data

What’s the big deal about Vegas?

How does Vegas think about owning market share?

Who goes there anyhow?

What do those people do there?

How do casinos leverage insight about their guests to make more money?

Ok, what are the big take-aways?

6.2 14.9 13.1

Las Vegas Amazon.com

Boeing

Gross Income

Fun Facts!

• 39,727,022 visitors• 17 of the 20 largest hotels in

the world• Nation’s 5th busiest airport• 14 implosions since 1993• 200,000 slot machines• 315 weddings a day

Caesar's Palace has used 2 million plus maraschino cherries, 11 thousand ounces of caviar, 2million ounces of tomato juice, and close to 600,000 ounces of vodka in a year's time. 

How do casinos compete for market share?

AttractionLoyalty

Relationship

Market Research Summary

Most are coming to gamble

They tend to keep coming back

It’s all about having a good time…

They’re spontaneous and easily distracted.

It’s really hard to hold a captive audience…

There’s a big segment of higher end customers.

Slot machines are dominating.

What are the best games to play?

Casinos gamble too…

If everyone is losing money, how do they feel about their trip to Las Vegas?

We know….

People love Las Vegas,Why they’re visiting,How many times they visit, What they’re doing when they’re

here,

And, that they’re hard to control.

How do we use this market research data to increase revenue and loyalty?

A personal relationship is the stickiest thing on the planet.

Attraction

Loyalty

Relationship

Unparalleled luxury and service.

The loyalty systems behind the service

Calculating Theoretical Revenue

How long did they play?

What was the average bet?

What game were they playing? (house win %)

= Theoretical revenue metric

Once you’re tracking everything, behavioral segmentation is easy.

Theoretical revenue per

trip.

M-Life tier

Number of trips per year

Type of gaming preferred.

Show and concert

preferences

Show and concert

preferences

Comping transaction

history. Likes & Dislikes

Lifestyle preferences

Income potential

Macro transactional

history

Enhanced demographics

Major life events

Competitor Analysis

Internal External

You can play better defense…

Number of trips per year

Competitor Analysis

Theoretical revenue per

trip.These are our most valuable customers

We know they come every three months. Why don’t they have a trip on the books?

Our competitors are running their credit? Red alert!

Resonate with a customer ina meaningful way.

Transactional history

Type of gaming preferred.

Some people love to mash the buttons on a slot machine. If we identify a pattern of behavior, we can infer information about their personality. Slot machines are designed with different personalities in mind. There’s a reason they’re themed.

Marketing Offers

Offers are personalized for relevancy. Superstitious players get “luck” based offers that’ll expire fast to nurture a spontaneous response.

Find new gamblers…

Type of gaming preferred.

Lifestyle preferences

Build a profile of your most desired customer segments.

Append 3rd party data to identify commonalities with regards to demographics segments.

We found that high risk / income potential vocations correlated with our ideal gaming customers; Car Dealership Sales Managers, Debt Collection Agency owners, Real Estate Brokers, Day Traders. We worked with the convention sales department to pursue these industry gathering aggressively.

Other Marketing Opportunities.

Marketing Automation

Risk Profiling

Hospitality

The most important thing

Strategy Customer Experienc

e

Design

Thank You.

Jesse Fowl 206.300.5012Jesse.Fowl@gosolomon.comwww.linkedin.com/in/jessecfowl