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How to Use Data to Increase ROI Analyzing Casino Marketing Cycles 2015 Tradeshow & Convention #indiangaming2015 Joe Kustelski Etix Steve Marshall The Fine Point Group
How to Use Data to Increase ROIAnalyzing Casino Marketing Cycles
2015 Tradeshow & Convention #indiangaming2015
Joe KustelskiEtix
Steve MarshallThe Fine Point Group
#indiangaming2015
Follow along
bit.ly/DataNIGA
#indiangaming2015
GOOD DATA BEATS AN OPINION
ANY DAY OF THE WEEK.
- Bill Shakespeare
#indiangaming2015
Why is data important for casinos?
• Measurement
• Reinvestment
• Wallet Share
• Loyalty
• Customer Value
#indiangaming2015
Identify Audience Criteria
Segment & Target Customers
Implement Invitation Mail Schedule
Build Reservation Blocks
Be Prepared for Last Minute Requests
Promotional strategies that work.
• 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
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
Series of Events• Card punch promotion• Play Longer Events
Date Guests Trips Frequency Total Theo ADT Freeplay Net Theo
Week11,000
2,700 2.7 $200,000 $ 74.1 $25,000 $175,000
Week2950
3,000 3.2 $300,000 $ 100.0 $23,750 $276,250
Week31,150
3,100 2.7 $250,000 $ 80.6 $28,750 $221,250
Week41,200
3,250 2.7 $320,000 $ 98.5 $30,000 $290,000
Week51,175
3,500 3.0 $400,000 $ 114.3 $29,375 $370,625
Average1,100
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
#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
#indiangaming2015
Optimization50%of website
traffic comes from organic
searches
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Upsells
• In-Venue Upgrades• Mobile Notifications• Merchandise• Incentives• Reminder Emails
#indiangaming2015
Data Capture28%
average conversion rate
from emails captured pre-sale
through Etix
#indiangaming2015
Event Cycle
60%of our client
emails are opened on mobile devices
Open rate for welcome emails is
4xgreater than regular
promotional emails
#indiangaming2015
Measurement
• Ticket Counts• On-Site Kiosks• Packages• Upsells• Sales by Channel
#indiangaming2015
Questions?
#indiangaming2015
More questions? Let’s talk.
Steve MarshallSVP Relationship Marketing, The Fine Point [email protected]
Joe KustelskiCEO, [email protected]
