case study: doing it mobile in sin cityftp.marketingsherpa.com/heap/presentations... · *according...
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Case Study: Doing it Mobile in Sin City Relevance & Engagement in Channel Marketing
Neal Narayani, Corporate Director of MarketingCaesars Entertainment
Mike Keene, Director of Mobile MarketingAcxiom
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• 88.9 Million US Mobile Web users*
• Smartphones 45 percent of all new U.S. mobile device purchases*
• Ebay ‐ Over $2 Billion in mobile sales in 2010**
• By 2015, $119 Billion projected in sales through mobile devices
Mobile industry snapshot
Industry research suggests that nearly 80% of companies are in the experimental or very novice stages of mobile marketing maturity. Very few companies are actively using mobile marketing as a significant part of their marketing mix.*
Mobile Overview
Industry Research
*According to Forrester Mobile Marketing Maturity Model – December 2010
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A cohesive channel alignment strategy generates both business and customer value
• Enables real‐time communication
• Increases communication relevance
• Provides activity data to better understand & predict your customer
- 400%
+ 500%
Top 30% Next 50% Bottom 20%Customer Value Segment
Contribution to Profit
Contribution to Profit
Benefits
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Case Study : Caesars Entertainment
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ADVERTISING PURCHASE PRE-TRIP IN-TRIP POST-TRIP
Caesars focuses on channel relevance and engagement value at each stage in the customer trip lifecycle
Where is our guest?
Does our guest care?
Can I add more personalization?
What is our guest’s frame of mind?
What does our guest want?
Who is with our guest?
Does our guest need our help?
Does our guest care?
Is this the right time?
Will this message be welcomed?
Am I intruding?
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Decisions to purchase originate from multiple channels
ADVERTISING
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Customers begin their experience on Caesars.com PURCHASE
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Customers select their experience & proceed to book
PURCHASE
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Caesars acquires the email address when not on file
PURCHASE
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confirmation page
Caesars engages the mobile channel with an expedited check‐in value proposition
PURCHASE
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Caesars gains a marketing opt‐in through the service enrollment
PURCHASEPURCHASE
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Guests are provided a service confirmation in real‐time
PRE-TRIP
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Pre‐trip emails include calls to action to engage the mobile channel during the trip
PRE-TRIP
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Caesars switches to the mobile channel one day before the trip begins
PRE-TRIP
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Mobile marketing starts on the day of check‐in and stops on the day of check‐out
IN-TRIP
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Mobile apps provide just‐in‐time marketing information to help drive conversion
IN-TRIP
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Relevance in mobile messaging is critical in the guest experience
IN-TRIP
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Guests conclude their experience at Caesars with a mobile service convenience
IN-TRIP
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Caesars returns to email marketing after the guest’s experience has ended
POST-TRIP
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Mobile’s GPS can enable relevance & engagement after the guest has departed Las Vegas
POST-TRIP
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• Methodical testing is important
• Mix of mobile services and offers are necessary
• Buy‐in from IT and Operations is essential
• Mobile redemption tracking is a challenge
Lessons Learned & Next Steps
Lessons Learned
• Location, Location, Location
• Further segmentation of mobile offers
• Mobile redemption technology assessment
• Mobile services that delight customers
Next Steps