DATABASE MARKETING everythingpossible/Adobe Stock
The future of database marketing?
HookMotion says the company is revolutionizing data collection in land-based casinos with the capability to gather information from table games the way we can from slots…
I 26 DECEMBER 2021
n its current form, data collection in casinos is a known issue. Despite their reputation for big-brother-esque levels of data collection, the effectiveness of casino database marketing is debatable at best.
To say this is strange for an industry that was built on a notion of consistent ROI would be an understatement, and begs the question; How? With the seemingly endless amount of resources spent on creating and acting upon player databases, how is it possible that the result of all that effort isn’t undoubtedly worthwhile? The answer is simple, “inaccurate input
produces inaccurate output”. No matter how many resources are spent on marketing efforts, if the quality of the data upon which it is based is questionable, so too will be the end results. Failing to reconcile this fact with reality,
casino marketing departments across the globe settle for direct marketing tactics built on foundations of inaccurate player data.
Average Daily Theoretical - The Missing Piece
A patrons average daily theoretical value is perhaps the most critical piece of player data available. It plays a crucial role in directing the marketing team’s promotional efforts towards deserving players who are most valuable to the casino, reducing inefficient spending. To calculate a player’s average daily theoretical value,
four variables are used; The house edge (which can change according to player skill level), players average bet, decisions made per hour and hours played. It’s a sound formula in theory, however, its usefulness is limited by the accuracy of the inputs. Under current data collection systems, the house edge, average bet and decisions per hour are nothing more than quick estimations made by floor staff. This creates a distinct problem when directing
promotional efforts. Take for example two patrons that are nearly identical, they only differ slightly in their skill level. Patron A plays Blackjack with perfect basic strategy, leaving the casino’s edge at .46%. Patron B represents a player of above average skill but who does not play
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