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.
