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The Customer-Centric Casino
Today’s leaders recognize that the key to improving their business is putting the customer at the center of everything by knowing that not all customers want or need the same thing. What many have learned, however, is that this is often easier said than done. It’s a constant challenge for marketers to understand the needs and desires of customers.
In our work with several casinos across the country, we’ve seen the true power of segmentation. While casinos capture a lot of data, putting that data to work to drive their marketing efforts is the challenge. Working in three very different markets, we helped address distinct challenges being faced at each of the sites by honing in on several types of customers unique to each casino. The results showed both the power and the versatility of the strategic use of segmentation tools.