DNA presentation

D N A Strategic Intelligent Data

The merging of Gaming, Marketing, and Customers.

DiCentric Solutions, LLCMYPLAYERSCARD.COM

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Table Gaming – Games department lacks unique product or justification to replace product.

Company Initiatives

Casino Marketing – The casino marketing plan is approved and in place to host a variety of events tailored to drive increased gaming activity.

Slot Gaming – The machine replacement cycle plan formulates the removal of antiquated product for newer product based on financial algorithms inherent to the individual department.

Data Warehouse – The property data warehouse contains gaming and patron data. Utilization of the data is limited to each department s skills and intellectual properties.

Where internal strategies get synergized

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Marketing

The marketing calendar is complete!!! 1. Customer segmentation is extracted2. CRM programs in progress3. Event pre-forma established4. Team member communication distributed

All the right processes in place to meet the financial objectives of the marketing budget pushing the revenue improvement line NORTH!

Or, is it?

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WILL YOU HIT YOUR TARGET

You have one shot!

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Marketing Analysis Tools• The CMS (Casino Management

System ) through it’s internal CRM (Customer Relationship Management) module builds complex customer segmentation models.

• Models designed to extract highly valued players fitting the target market for events are selected from the internal customer database and communicated through several vehicles designed to get information into the customers hands.

• Some highly effective communication vehicles are more costly than others requiring increased value on the effectiveness of the marketing departments analytical capabilities to improve the response rate of the mailing.

Gaming Analysis Tools• SIS (Slot Information System) through

it’s internal Player Tracking Module builds player related information often passed through to the Host CMS system.

• SIS as a standalone is utilized by the Slot Department in game analysis and financial reporting for each game.

• The SIS financial reporting feature generates past performance of the games revenue in a daily, monthly, annual, and Life-to-Date format.

Marketing GoalsPrimary goal to generate profits!

• The slot department utilizes this data to analyze game performance and make capital improvement decisions.

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MEETING versus EXCEEDING

Meeting the marketing objective is fine for most companies financial goals, but given the opportunity at the golden egg is an investment well spent.

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Segmentation Comparisons - Departmentalized Common segmentation analyses

Marketing Segmentation

• Geographic

• Demographic

• Psychographic

• Cultural Background

• Mode of Transportation

• Age

• Event Interest

• Weekend Visitor

• Weekday Visitor

• And many more characteristics.

Slot Product Segmentation

• Manufacturer

• Denomination

• Model

• Game Theme

• Age

• Location

• Progressive Type

• Link Type

• Electronics

• And many more characteristics

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The Coding Process – The Missing Equation

• Each gaming device is associated to a proprietary code unlocking the true value of the device sitting in valuable floor space.

• Combined slot tracking / player tracking system data details activity from targeted customers.

• DNA Module compares customer gaming preference data to the current floor configuration and based on utilization reports on weaknesses in your current blend.

Revenue Improvement

SID

SIS CMS

Recognition of failed gaming device characteristics is the first step to improving your customers gaming experience and keeping them loyal to your property.

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The complexity of Slot Machine Segmentation and the Impact it has on Marketing a Property!The average slot machine characteristics matrix for a 1000 machine property extends well into the billions of various possible configurations the customer is confronted with in making a decision to gamble. The type of bonus feature alone can have more than 25 different types of bonus awards, free spins, automated versus selectable, pay multipliers, and re-trigger events. The free spin award might award 5, 8, 10, 15, 25, 50, or 100 free games depending on the game theme.

Date Days Played

Hold %

Coin-in

Cab Style

Bonus

Sign Topper

Location Area Section

Mid Machine

Progressive

End Cap

Leased

Owned

Machine #

Game Theme

Manufacture

r

Model

Denominatio

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Multi-Denom

Spin Bonus

Bonus Multiplier

WAP

Link Progressive

Min Wager Max Wager

Hours Played

Sample Slot Matrix

Defining Hours of Utilization

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Unlocking the mystery as to whether your floor is structured to meet your marketing initiatives.

A VIP event is planned for a weekend in the near future with 150 guest expected to respond.

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Player Data

Gaming Data

S.I.D. Output

The list is compared to the player preference data when pulled from the Player Tracking System.

The DNA module reports on the customers games of choice expected to attend and details availability through analysis of current utilization trends.

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Data Segmentation Customized Extraction of High Worth Customers

Option ADetailed empirical data supporting marketing initiatives through DNA module

Option BFirst phase segmentation – Rated Play through CMS

Option CRaw DataCMS and SIS

When raw data is properly massaged and extracted meeting the needs of the both the casino and marketing departments, strategic plans will pave the path to an enhanced gaming experience for the customers motivating loyalty and repeat visitation.

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