Casino Marketing Topics -Casino Marketing & Measurement
A proposed marketing activity and a rigorous measurement plan should be inextricably
linked. Without such a plan, management must rely on conjecture and faith-based
evaluation methods, including, but not limited to, tarot cards, crystal balls, and palm
reading. In all seriousness, the single greatest problem with casino marketing activities is
the absence of objective measurement plans. However, feedback from marketing efforts
is often difficult to produce in the gaming industry, as many of the transactions go
unrecorded. As a result, sophisticated statistical methods are sometimes needed to
estimate the effectiveness of marketing activities.
Casino marketers should try the activities that they believe will be effective. It is
important to remain creative and innovative with respect to the marketing idea-generation
processes. However, this creativity and innovation needs to make its way to the
measurement phase of the process as well. Too often the excitement of an idea
overwhelms the measurement phase of the process, moving management straight into the
implementation phase. This often results in the creation of negative cash flows.
