A U.S. entertainment casino chain wanted to deploy a targeted strategy to increase revenue and volume through online bookings. They focused on finding valuable leads, designing targeted communication, and providing value-based offers in light of a slowing economy and declining room rates.
2. US Entertainment Casino
Business Challenge
Increase revenue through online bookings. This is extrapolated and compounded by a slowing
economy and declining room rates.
Solution
Commitment to ongoing improvement through a program of analytics:
Enhanced reporting, data collection and segmentation
Implemented detailed KPI development, data capture; this allowed for ongoing optimization against
true profitability by keyword, creative, and placement. We developed a sophisticated visitor
segmentation program aimed at delivering more precise online targeting.
Advanced Targeting
Geo-targeting analysis by property to identify opportunity and focus spend on key Zip Codes &
DMAs. Deploy the latest technology and data providers to deliver advanced network targeting
based on propensity to book. This reduces our effective CPMs through less “wasted” impressions.
Social media for copy and message insight
Search copy insights derived from analysis of travel reviews on TripAdvisor.com. Result:
highlighting key messaging themes, in consumers’ own language has yielded +15% to +30%
increases in search ROAS
Attribution Analysis
We evaluated the detailed holistic impact of a “drive-to-site” campaign. Our advanced analysis
uncovered the “halo” profitability of travel sites that otherwise would have canceled from the
campaign. We have built a full custom-attribution model for Harrahs. Currently we are the only
agency in the industry working with Atlas to incorporate better science into their existing attribution
tool.
Results
We doubled online revenue within 1 year, ROAS up 270%, Cash (non-comped) bookings up 70%.
Other initiatives yielded a +30% increase in ROAS for remessaging.