Analysis

This analysis was in response to the owners of a casino wanting to understand why revenue was declining year over year.  I performed several queries to determine the root cause of the issue and determine that it was due to a lack of customer involvement relating to the removal of a communal game that was responsible for the decline.  Less options for the customers caused them to go elsewhere and the result was incremental loss in revenue across all games.

This report was created for the marketing department as a way for the team to understand how it was effecting the overall revenue of the casino.  This report was run monthly and outlined performance of the mail segments.

This flash report was published daily to the entire casino as a method for reviewing all activity recorded within the slot system (Oasis slot system).  This report allowed for issues to be identified and for an investigation to be launched early enough to stem the potential for theft.

The below image was of a direct mail matrix I designed which linked to several other spreadsheets and calculated the offer amounts based on value of the data segments.

The outline below is the breakdown for how I determined the customer segmentation.  This breakdown was based on the relevant information that was available to me through our data collection efforts.

The following outline is a casino marketing plan in very broad context.  The supporting values would go on to be used to support promotional dollars to be spent and tracked during and after events.

This report was my churn report, it looked at the rate new customers would visit the property after the action was taken to sign up.

The following analysis was developed to show customer engagement year over year as a way to understand the effects of purchasing a kiosk system.  That purchase was made at the end of 2008

The next series of reports were completed for our Keno customers, to identify areas we could communicate and leverage the data for new growth.