The effectiveness of promotions is also up, with a four per cent increase in slot revenue and 14 per cent improvement in guest retention mainly attributable to the changes as the company better examines the effectiveness of targeted campaigns on different segments. The results have been positive for the company, with Station Casinos cutting nearly eight per cent of its monthly marketing budget so far, thanks to more efficient promotions, as the company is able to develop and deploy personalized marketing in days instead of weeks. Station Casinos has also expanded the project from slot machine spending to examine table game spending. These campaigns are being judged as much more effective than even the most educated prediction would have been without the systems. The firm now uses data analytics to transform how it reaches customers, presenting its marketing team with a single view of real-time and historic customer data (the latter taken from a 'data dump' of 14 years of information), enabling it to pinpoint campaigns to actual habits.
creation (Photo credit: Wikipedia)Īs a ‘locals’ casino company, Station Casinos sees many of its customers weekly (or even daily) at its tables, bingo games, restaurants, movie theaters and stores, and with technology it has the opportunity to understand all of the gradual changes in their preferences. Customers' gaming habits are being closely watched by casinos to improve market targeting and game.
