DATA NINJA ANALYTICS
Understanding your customers & potential markets
In today's business, data is king, and the gaming industry is overflowing with untapped potential. Some properties have a difficult time attracting talent and being able to afford the cost of an analyst. Competition is getting tougher and tougher. Some properties have deep pockets for a team of analysts. At CMS Group, we provide management and marketing teams with monthly reporting that drills down into the details of your most valuable data. And better yet, we provide a one-sheet executive summary highlighting the hidden potential this data reveals and action items.
The following dashboards and graphs can be automated and accessed through a secured web page for the management and marketing team to access. All reporting and information is provided in real-time. These are just a few of the reports we provide. We can custom design the reports and analytics for your business.
MANIPULATING CUSTOMER BEHAVIOR
Successful marketing is about reaching a consumer with an interesting offer when he or she is primed to accept that offer. Knowing what might interest a patron is half the battle to making a sale, and this is where customer intelligence and predictive analytics comes in. Customer analytics has evolved from simply reporting customer behavior to segmenting customers based on their profitability to predicting that profitability, to improving those predictions, to actually manipulating customer behavior with target-specific promotional offers and marketing campaigns.
Predictive modeling is only useful if it is deployed and it creates an action. Taking advantage of the more powerful, statistically based segmentation methods, customers can be segmented not only on dollar values but also on all known information, which can include behavioral information gleaned from resort activities, as well as the patron’s simple demographic information. This more detailed segmentation allows for more targeted and customer-focused marketing campaigns. Models can be evaluated and reports generated on multiple statistical measures, such as neural networks, decision trees, genetic algorithms, the nearest neighbor method, rule induction, and lift and gains charts.