Inside Asian Gaming

inside asian gaming December 2016 22 There is tremendous upward pressure on the cost per customer and the only way that operators can really survive is to always be right about their targeting campaigns – targeting the right customers at the right time.” iGaming Blue Pages iGaming in Depth that channel,” says Marketing Director at Pinnacle, Harry Lang. “I remember when I first started I was talking to Absolute Poker and their CPAs (cost per action) were US$4. It’s stunning considering now it’s a couple of hundred dollars for bingo and US$400 to US$500 for online casinos. “With our values the way they are we treat those as acceptable but actually it’s pretty shocking and it’s just down to competition.” So what’s the modern day solution? Data. Or, more specifically, the correct use of data. “There is tremendous upward pressure on the cost per customer and the only way that operators can really survive is to always be right about their targeting campaigns – targeting the right customers at the right time,” explains Luisa Woods, VP of Online and Internet Marketing at Tropicana Entertainment, which operates land-based casinos in seven US states and is now leveraging those assets in the online world. “The interesting thing for us is that we do have a long tradition of land-based gaming so we do have access to tremendous third party data sets that we can leverage in order to execute on that kind of effective targeting. The right tool, right offer, right personalization message.” According to Lang, “The difference between before and now in how we treat data and use big data for marketing decisions is incredible. We used to think gut feeling and a cheap marketing spend was good, now you need someone far more intelligent than you sitting very, very close by. “I have two people in my Business Tropicana Entertainment is using data from its land-based operations to better target players on its online platforms