Venetian Expands Cohorts Use

Share this content:
After a test last fall, The Venetian Resort-Hotel-Casino in Las Vegas said yesterday that it agreed to add Cohorts segmentation to its entire Venetian Players Club membership and hotel guest databases.


Cohorts is a trademark of Looking Glass Inc., Denver. It analyzes and describes consumers by their demographics, lifestyles, attitudes and behaviors as well as their interactions with marketers, such as what they buy, how much they spend and preferred channels of purchase.


The Cohorts-segmented test used e-mail and direct mail, targeting Players Club members and hotel guests who normally would not be selected for the mailings based on previous play levels. This group was targeted for its potential to play up to the level of the other players.


Test campaign results were incorporated into a formal, annualized ROI calculation that led The Venetian to decide to integrate Cohorts into its consumer database assets.


"I believe that over the next year The Venetian will earn at least a 300 percent return on our Cohorts investment," said Alidad Tash, director of marketing analysis for The Venetian.


The Venetian will use Cohorts as an ongoing part of campaign development and analysis. It will continue to use Cohorts segmentation for direct mail and e-mail campaigns and will add list suppression to avoid reinvesting in players who should not receive mailings.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above