Ceasar's 0.15/12 Rule
Casino operator Ceasar’s Entertainment understands the power of Big Data, and using it to make it’s biggest customers (you know, high rollers) big fans.
That’s what Sandra Zoratti, VP-marketing, executive briefings and education at Ricoh told OMMA DDM attendees this morning. Describing Ceasar’s use of data as her personal “favorite,” Zoratti cited data showing that just 0.15% of the casino’s customers generate 12% of its revenues.
“What they did with [that insight] was highly creative,” Zoratti said, explaining that Ceasar’s created “good luck ambassadors,” customer relations people who walk the casino floor and look for high rollers who are on a losing streak, whom they give free tickets to shows or meals to make them feel better about the gambling experience, and hopefully keep them coming back for more.
“They leave with an extremely positive customer experience regardless of how they are doing on the casino floor,” Zoratti noted.