·Developed an innovative frequency based, cyclical direct mail program that systemically calculated reinvestment levels and offer cadence based upon player life-cycle.This new loyalty-based program drove increased visits and overall profitability without increasing marketing expense.
·Key player in the development and implementation of a multi-property, multi-tiered player loyalty program for six properties.Entire project, from initial conceptualization, through in-house development of all related technology and functionality, to full implementation at all six properties across four jurisdictions, completed within eleven months.Key contribution was the development of the matrix for a sliding scale methodology that was used to govern the earning of tier credits at the customer level.
·Key player in the implementation of a new integrated database warehouse/business intelligence platform for 6 properties with various local source systems.The customized software supported CRM communications, on-property, real-time, one-to-one electronic player contact, and provides a suite of operational and marketing analytical tools.
·Developed a comprehensive competitive analysis and tracking program that benchmarked reinvestment levels and monitored promotional activity.Reinvestment benchmarks were anchored around a shopping system designed to sustain target theoretical values throughout the shopping life-cycle.
·Developed a web- and direct mail-based customer satisfaction survey program to index and benchmark all aspects of the customer experience across all 6 properties.
·Initiated an on-going research project to evaluate the customer experience using a proprietary Value Analysis® methodology which creates actionable metrics to assess performance.