In spite of the available data, many properties rely almost exclusively on player value data generated through gaming systems. However, ADT or ADW may not be the most reliable measurement to predict value accurately. By focusing on player value alone, are we missing opportunities to leverage other key metrics to increase player reward outcomes? During a lively discussion with a group of industry experts, I believe the answer is “yes.”
According to Michael Minnear, Pechanga Resort Casino; Steve Browne, senior Raving partner; and Heidi Hamers, Mille Lacs Corporate Ventures; we can drive additional trips by considering five other key metrics. Additionally, and most interestingly, they arrived at this conclusion from very different perspectives—Minnear as a data scientist with an outside-the-industry perspective; Browne as a player development expert and operator and former casino owner; and Hamers as a data analyst and marketing expert.