Venetian Uses Cohorts for Personalized Marketing

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The Venetian in Las Vegas is using the Cohorts market segmentation system for personalized customer communications, Looking Glass Inc. said yesterday.


The hotel, resort and casino will use Cohorts to communicate with members of The Venetian Player's Club loyalty program as well as hotel guests who have not registered for the club, according to Looking Glass, Denver, which developed the Cohorts system.


Cohorts will identify key market segments in The Venetian's customer database that account for the majority of its business and the best growth opportunities.


Cohorts segments databases by household characteristics, allowing The Venetian to enhance its database with Cohorts designations. The information lets The Venetian better tailor its promotional offers to different market segments, Looking Glass said.


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