Casino Marketing Topics - Complex Environment
Another challenge that must be overcome by casino marketers is related to the
identification of incremental revenues. For example, how much incremental gaming
revenue was generated by a specific promotion? This is a daunting task, which often
requires the use of sophisticated statistical methods. For example, how can marketers
know that it was the lottery promotion that increased gaming revenues? They must
consider the effects of many other potential sources of influence such as the following:
Day of the week, hotel occupancy, food offers, holiday periods, special events, or direct
mail offers. Although lengthy, this is an abridged list. With many forces simultaneously
affecting gaming volumes, identifying the effect of a specific marketing action can be
most difficult. Without knowledge of these specific effects, casino marketers often cannot
adequately evaluate promotions, events, and other activities.
