Analysis
CRM - ONLINE/OFFLINE
make the big business decisions. However, we know that land-based operators are increasingly concerned about the shift to online gaming and the revenue lost as a result. Our view is that they need to jump in and get on with it.”
THESAMEDIFFERENCE The biggest difference between the offline and online world is that you can create an environment on the Internet with practically no human intervention. Clearly in a land-based casino environment, people have years of experience assessing individuals; from their betting behaviour, appearance, attitude, preferences etc.
It’s very hard to replicate that knowledge and experience at the granular data level in the same way that you can online. How often did the player visit certain areas of the casino? What was their play duration on particular games and level of spend? Slot and casino management tools offer detailed information for those signed up to player loyalty programmes, but anonymous play and general behaviour in the casino environment will never compare to the ability to track every movement an online player makes.
The online environment also offers the ability to automate and create self- learning programmes, software that
teaches itself, which build responses at to what the client is doing, which in turn enables it to react in real-time. These are decisions that do not directly involve human intervention or interaction, but the player's impression is one of individual and unique involvement with the site.
“Imagine the power of player recognition that you find in a land-based casino, where management recognise the player with personal greetings, rewards and complementaries,” outlines Mr. Martin. “Now shift to the home environment with the same player on their PC. They want to be recognised and rewarded in exactly the same way. They want to be treated to the same level of service and hospitality in recognition of their spend. You could ruin that relationship by sending that player a standard message, in the same way that you could offend that player by not recognising them in the land-based environment. In both spaces, online and off-line, you need to be able to respond to your players in an appropriate manner and in real-time.”
In the UK, supermarket chain Sainsbury's has been offering its Nectar loyalty rewards card for over 10 years. They send out over 1.8 million personalised emails per day, having built up an enormous level of customer segmentation over the
G3i I ISSUE 2 I PAGE 56
Unica is the
recognised leader in marketing software solutions.Unica’s advanced set of enterprise marketing
management and on- demandmarketing
solutions empowers organisations and individuals to turn their passion for marketing into
valuable customer relationships and more profitable, timely, and
measurable business outcomes.
course of a decade. Unica offers that level of modelling and tightly defined segmentation with the view that over just a short period of time operators can build a significant and extremely valuable customer base.
“If your business isn't drawing upon this level of analytics capability, customer acquisition, loyalty and player retention on your site, it's a certainty that your competitor is doing just that,” claims Mr. Martin. “They'll be generating a greater share of revenue with highly personalised messages that adapt to the behaviour of players in real-time on their site. We're now seeing a clamour of businesses all looking to to get to the same place. There's a significant rush on right now and it's not just the online companies, we're seeing this from the land-based companies too. What's clear, if we were gamblers, is that Unica believe absolutely that this level of player web-behaviour analysis will become an industry standard in the next six months.”
The thing is, Unica is a gambler. At least, as far as Mr. Lee is concerned, but in this case he's betting everything on CRM. Having taken money from casinos in the past, it’s only fair that he helps casinos, online and land-based, generate extra profits in the future.
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