Understanding patron behavior and patron value and then executing precisely on this knowledge is necessary for a company’s long-term growth and absolutely vital for its survival. Executives need technology‐enabled strategies that can enhance the overall patron experience, while improving margins and reducing marketing costs. This approach will ultimately deliver the right marketing campaign to the right patron, with the right message at the right time and at right ROI.
In this module, students will learn how to:
- Gain a comprehensive view of patron behavior by automatically cleansing and consolidating disparate system data into a single version of the truth.
- Understand patron activity and behaviors – using segmentation to analyse data gathered at multiple touch points and then segmenting patrons according to their subtle differences.
- Identify the greatest drivers of patron value and projecting how those drivers will affect profitability and revenue projections months from now, with enough lead time to take corrective actions.
- Create highly effective promotions tailored to appeal to a company's most valuable players by automating and personalising marketing campaigns on a recurring basis. Maximize patron satisfaction and profitability by optimising valuable resources to meet patron needs.
- Integrate social media channels.
