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Multi-Dimensional Customer Data Your decision-support system delivers: analysis, insight,
action — revenue!
It is true that “knowledge is power,” so as a marketer, having more information at your fingertips is better than having less. And while the practices of data mining and storage have become increasingly popular and affordable over the years, the numbers and figures they unveil and record aren’t worth much if they aren’t cultivated into insightful, operative information. Multi-dimensional data is available to virtually every casino — an emerging trend in the casino industry — allowing smart marketers to better evaluate customers on a more expansive scale.
Multi-dimensional data refers to various pieces of information from your current or potential customer base. When properly organized, this information generates a clearer picture of your consumers — their likes, dislikes and behavioral patterns. This insight can support you in making better decisions and taking more appropriate actions, which is why your customer data system can also be considered a decision-support system. The information it provides is what you rely on to make keen marketing decisions and it supports your every move.
Here are some examples of different multi-dimensional customer data available to you:
Purchase Information: Purchases made at different venues at one casino property
Casino marketers have become very adept at analyzing gaming behavior to predict player gaming patterns. Another emerging trend is understanding each player’s spending behavior at ancillary venues throughout the gaming property. Knowing what a customer spends on things like dining, golf, hotel stays, shopping, entertainment and spa visits further enlightens a marketer and supports certain marketing decisions.
Purchase Information: Purchases made at other properties owned or operated by the same stakeholders
Many tribes or management groups operate multiple gaming properties, each maintaining its own systems and databases without integrating or sharing valuable data. This means they operate blindly, without understanding the true value of each customer to the greater organization. For example, some customers who visit each property independently are not rewarded for their bundled play behavior. An even worse scenario is when marketers are unaware that they are spending community profits to move a visit from one of their properties to another. This is like taking a dollar out of your left pocket and re-depositing only 50 cents in your right pocket with nothing to show for it. It’s hard to stay in business that way!
Customer Information: Answers provided by guests
Customers are often happy to provide important information about their gaming behavior if you only take the time to ask. Establishing a dialogue with your own customers is easy to do and can yield incredibly useful information. For example, customer dialogue can identify important user insights and satisfaction ratings for various products you offer.
Third Party: Information purchased about customer base
You’ll be amazed at the data you can obtain about your own customer base. Lifestyle data, psychographic and demographic information and phone numbers can be costly to obtain, but if you are beginning to model your file and you are segmenting customers into clusters, the information may be critical to you. Other file improvements, such as data-cleansing, address changes and standardization, deceased screening and postal coding are the types of additions you would be wise to include in your data warehouse process to ensure your file is as clean and up-to-date as possible.
