Inside Asian Gaming

IAG AUG 2020年8月 亞博匯 48 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 First trip Last trip COLUMNISTS Using this targeting technique, we have been able to increase the ROI or reactivation campaigns by 3x. The trick in reactivation campaigns, we have found, is not in the initial reactivation, but rather in rewarding three to four trips within a narrow time band. When formulating re-opening strategies, we think it is wise to target these patrons aggressively rather than casting a diluted but wide net. REINVEST WHERE THERE IS CLEAR UPSIDE In Macau, we often reinvest according to a very generic value- based matrix. By strategically setting an objective for each patron and personalizing the offer mechanics to achieve that objective, we often increased reinvestment ROI by 1.5x. There aremany different frameworks for setting these objectives but the most proven in the casino industry is using a lifecycle type framework. We have the greatest success by using the lifecycle framework generally and then sub-segmenting regular/loyal visitors into more nuanced behavioral objectives (see Exhibit 4). EXHIBIT 3 圖表三 首次到訪 FIRST TRIP 背叛遠離者 – 突然終結 DEFECTOR – ABRUPT END 每日消費港幣數 SPEND PER DAY HK$ 冬眠者 – 緩慢下降 DORMANT – SLOW DECLINE 最後一次到訪 LAST TRIP 採用這具明確目標的策略，我們能夠將 投資回報率或重新吸引賭客的推廣效益提高 3倍。我們發現，重新吸引賭客這舉措的訣竅 並不在最初的階段，而是在短時間段內獎勵賭 客再進行三至四次的到訪。當制定賭場重新開 業的策略時，針對特定客群較漁翁撒網更有效 益。 在有明顯上升空間的地方進行再投 資 在澳門，我們經常根據非常通用的價值矩 陣模型進行再投資。然而，為每位賭客設定策 略性目標，以及提供個人化的選項，我們能夠 將再投資的回報率提高1.5倍。 有許多不同的框架可以設定這些目標，但 在博彩行業中，最有效的方法是採用生命周期 的框架。通過使用生命周期的框架，然後按更 仔細的目標將常客/忠誠賭客細分為不同類別， 我們藉此取得了最好的成果（詳見圖表四）。