Since the advent of casino loyalty clubs, data has been a core component of gaming revenue management. Loyalty clubs not only boost lifetime value of frequent players, but they also glean valuable business insights from their behavior. This behavioral learning, such as how guests spend at the property when they have a room and/or free play offers, and how much theoretical value was produced during their stay, can help further refine marketing by making offers more relevant to guests.
Thanks to the power of big data and artificial intelligence, casino revenue managers have an unprecedented level of detail at their disposal. This is why revenue management and marketing must collaborate closely: the combination of loyalty data and marketing insights is greater than the sum of its parts. At the heart of this collaboration is your CRM – a single shared view into guest behavior that drives success.
Rev Up Your CRM
Bad data ruins everything. To put your CRM in top gear, you need clean data. Data should be merged and de-duplicated so it can be used to refine marketing and personalize communications without the risk of generic, overlapping communications.
To get a steady stream of accurate, permissioned guest data, audit your customer touchpoints, and pull data into a data layer that connects to your CRM. This unified view across channels should also include non-room revenue tied in with gaming so you can have a full picture of each guest’s profit profile.