A marketing organization within the Las Vegas gaming industry needed support managing their ever growing email subscriber data. The goal was to gain insights on subscribers to provide a guided user experience to better manage and nurture their quickly growing population through marketing efforts. The customer’s primary goals included enabling further population growth and improved email strategy to keep subscribers engaged.

The project established a new single source of truth data management application for connecting and housing various data sources including subscriber preference, web data, email send log and e-commerce data. This data was merged together to establish a clear and complete 360 view to support messaging and other marketing activities. Various teams would then have access to this database empowering them to achieve their specific goals including:

• The Analytics team distilled data to produce subscriber segmentation views used to identify optimal audience segments and focused messages.
• The Campaign Management team executed marketing campaigns, contact selection, advanced audience segmentation and scheduled email deployment.
• The Business Intelligence group established key performance indicator (KPI) reporting including conversion, engagement and opt-in measures for the project stakeholders.

Data Management Application

The central database organized the incoming data to establish an accurate and trust-worthy access point for the various teams. Numerous automated processes were incorporated to validate and enhance the data including:

• Change management for historical data that enabled insights to be had for specific time periods, time period comparisons and advanced analytics endeavors.
• Establish proper identification and management of customer audience levels (e.g. Customer, Household) to understand true population growth and communication potential.
• Email disposition and conversion aggregations to support campaign performance.
• Subscriber segmentation for more relevant messaging to improve customer engagement and conversion rates.
• Routines to monitor the accuracy of data and refresh rates through a series of checks and balances.
• Real-time reports detailing operational insights and marketing performance views for management use.

Subscription Web Portal

An enhanced preference center web portal was established so subscribers could manage their communication and contact preferences. Attributes included unsubscribe, newsletter assignment, interest assignment and individual profile inputs. This portal also provided a gateway to gain additional subscriber insight that could then be utilized for relevant marketing content regarding upcoming events and promotions. For example, the subscriber could log an upcoming stay in Las Vegas that would then trip a series of triggered emails to assist with planning and offer relevant discounts based on their unique interests. In addition, API services were provided to incorporate subscription gathering opportunities in the other sibling websites including e-commerce, event registration and social platforms. These API services enabled instant contact opportunities to maximize subscriber engagement.

The most significant outcome was more effective subscriber communication resulting in enhanced marketing performance. The active population continued to grow and showed increased engagement as more precise messages were delivered improving conversion rates. Having a trusted central data management solution made reporting on key performance indicators (KPI) possible, which was the key to understanding current activity, past trends and future projections.