LARGEST PROGRAM IN NORTHWEST
“Testimonials work great. Showing your reviews in quote marks has a powerful effect on customers and makes them more likely to trust you.”
— Name, Title
LARGEST PROGRAM IN NORTHWEST
“Testimonials work great. Showing your reviews in quote marks has a powerful effect on customers and makes them more likely to trust you.”
— Name, Title
The Challenge
A large midwestern casino's monthly mailer segmentation had not changed in 5 years - the
management team was eager to make changes to the primary retention program and identify
new criteria that would better incentivize gaming activity from a core audience of the property.
The casino also wanted to implement changes to the monthly mailer program in a way that would minimize player disruption to the proposed
changes.
Solution
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Casino Science provided recommendations on changes to the monthly segmentation framework by altering the in/out market definition and adding a theoretical component to the audience selection process.
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Casino Science proposed a testing methodology using a control/test group framework to evaluate the effectiveness of the proposed changes.
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The company supported the operational delivery of the experiment and incremental rollout of the new mailer segmentation program.
Impact
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The recommended criteria changes to the monthly mailer produced a 13.6% increase in the redemption rate and a 34.9% improvement in the average monthly Theo.
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Free play liability used in the program was ~9.2% lower.
Evolving a stale monthly mailer program.
Casino Science helps a large mid-western casino evolve its monthly mailer program, producing a 34.9% improvement in average monthly Theo.
