Social casino metrics industry trends and analysis
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Social Casino Metrics Industry Trends And Analysis VideoAn overview of games industry trends for 2017
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Each report provides key statistics, market characteristics and segmentation, industry conditions, leading competitors, industry performance analysis and future outlook.
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Users are required to set up a personal profile with a log in and password. Analysis includes market sizes and forecasts, market trends, market segmentation, competitive context, broken down segment performances, retail channels, consumer demographics and survey results, leading companies, brand share, marketing strategies, and more.
UNLV Center for Gaming Statistics The largest repository of English-language materials on gambling, this is an unparalleled repository of books, journals, and primary materials for gaming research.
This includes statistics on the state level for casinos and gambling across the US, press-releases, news, white papers, and trend reports.
It involves a training set with both positive and negative values. Normally, with statistical modeling, an analyst poses a simple question such as: According to Thelen, et al.
Identify the business opportunity 2. Cleanse the data 3. Transform the data into meaningful information 4. Confirm the model 5.
Tweak and perfect the model Unlike traditional statistical analysis, which relies heavily on hypothesis testing, data mining tries to identify relationships and interdependencies that affect a marketing-related opportunity or problem Thelen, et al.
While traditional multiple regression methods can only use a limited number of complexity levels, neural networks and decision trees can easily handle up to predictor variables Thelen, et al.
Actionable Intelligence Customer analytics have evolved from simply reporting patron behavior to segmenting customers based on profitability, to predicting that profitability, to improving those predictions because of the inclusion of new data , to actually manipulating customer behavior with target-specific promotional offers and marketing campaigns.
By consolidating the various patron touch point systems throughout the casino property, the casino operator can create a full view of each patron.
If a gambler wagers less than usual because they may have skipped a monthly visit, the casino can intervene with a letter or phone call offering a free meal, a show ticket or gaming comps.
Without this type of customer analytics, casino operators might not notice what could be a slight, almost imperceptible change in customer behavior that might portend future problems with that patron.
This kind of personalization can go a long way in appeasing a disgruntled customer, which might be the difference between retaining or losing them as a customer.
Predictive analytics can glean data from a variety of disparate sources, including: With predictive analytics, gaming organizations can easily segment their customers and coordinate marketing campaigns to effectively target each segment across each outbound channel.
For example, if a casino customer is scheduled to receive all of his or her event promotions via e-mail, the predictive analytics solution will automatically remove him from concurrent campaigns being run through other channels.
Moreover, a predictive analytics solution monitors channel capacity and usage to eliminate overload, while distributing campaigns equally across the various channels.
If one channel is at risk of overload, the solution automatically shifts the remainder of a campaign to a different channel to ensure completion.
This enables organizations to maximize the capacity and value of each channel without resorting to time-consuming manual monitoring.
Manipulating Customer Behavior Successful marketing is about reaching a consumer with an interesting offer when he or she is primed to accept that offer.
Knowing what might interest a patron is half the battle to making a sale and this is where customer intelligence and predictive analytics comes in.
Customer analytics has evolved from simply reporting customer behavior to segmenting customers based on their profitability to predicting that profitability, to improving those predictions because of the inclusion of new data , to actually manipulating customer behavior with target- specific promotional offers and marketing campaigns.
It can extrapolate trends, invent and validate a hypothesis, as well as predict future activity. Applications for Predictive Analytics.
Casino operators can enhance their customer relationships by cross-selling and up-selling items that the customer might actually be interested in, rather than offering them products they are likely to reject.
Predictive analytics also enables call center personnel to act on inbound calls by providing offers that are likely to be attractive to certain caller profiles.
In addition, automated systems like kiosks and customer service agents on the casino floor can use predictive analytics to provide customers with appropriate offers during other interactions.
Reinartz showed how, by simply understanding and tweaking behavioral patterns, they could increase the hit rate for offers and promotions to consumers, which then had an immediate impact on revenues.
Predictive modeling is only useful if it is deployed and it creates an action. This more detailed segmentation allows for more targeted and customer-focused marketing campaigns.
Models can be evaluated and reports generated on multiple statistical measures, such as neural networks, decision trees, genetic algorithms, the nearest neighbor method, rule induction, and lift and gains charts.
The projects themselves can be re-used and shared to facilitate faster model development and knowledge transfer. By utilizing data from past campaigns and measures generated by the predictive modeling process, casino operators can track actual campaign responses versus expected campaign responses, which can often prove wildly divergent.
One of the benefits of automating campaigns is that offers based on either stated or inferred preferences of patrons can be developed.
More offers used means more successful campaigns. With predictive analytics, casino operators can even predict which low-tier and mid-tier customers are likely to become the next high rollers.
In so doing, casinos can afford to be more generous in their offers as they know that there is a high likelihood that these customers will appreciate the personalized attention and therefore become long term — and, hopefully, highly profitable — patrons.
It should be noted, however, that this study was based on responses from only 37 survey respondents.
Other real world examples of how predictive analytics have helped companies increase customer service as well as drive profits to the bottom line include: This information was put to good use during times when the casino was hosting poker or blackjack tournaments, a time when the casino property knew that the tables would be crowded.
Pearl River Resort was able to fill the resort with people the company knew had little intention of venturing onto the gaming floor.
This is information that can be used to better segment customers, as well as predict future behavior, and improve marketing outcomes Sutton, How the House Always Wins Sutton claims that, when it comes to casino patron analytics, casino operators must seek answers to the following questions: Once patron worth has been defined, data mining and modeling techniques can be used to estimate predicted worth in the future Sutton, Although this might just be an indicator that the patron will play until he is out of money or time, it is also a fairly simple way to identify the patrons that do not come away as winners very often.
Although slot machines are not really skill based and loses could be more attributed to luck, a differentiation can be made between patrons by looking at behaviors and strategies of slot players Sutton, Another thing to look at for slot players is their average bet relative to the maximum bet on the games they play Sutton, In most cases, a patron has to play the maximum bet in order to be eligible for jackpots and progressives Sutton, This can be difficult to identify because patrons of the same household might stay in separate rooms, take trips separately, or one patron might only come when accompanied by another patron Sutton, Although many patron management systems allow the linking of accounts so that patrons who come together can be easily identified, data mining can help to identify groups of patrons who come together without linked accounts Sutton, To do this, the casino must first identify patrons who make their trips at the same time as each another.
For Sutton , these include: Armed with this grouping information, a casino property can adjust its marketing effort and send an offer that is based on the combined worth of all of the patrons, rather than on their worth as individuals Sutton, Campaign Optimization In addition to predicting the future worth of patrons, casino marketers must know which marketing campaigns are the most effective at driving up response rates, as well as which campaigns will increase gambling revenues and property profits Sutton, Although offers of free rooms and free gaming play are historically the strongest drivers of response, the cost associated with them can be detrimental to the property Sutton,