Customer Analytics Case Study

Increase “Share-of-Wallet” from Customers for a Mid-Western Casino

  • Background

    • A mid-sized casino the mid-west wanted to increase revenue from its existing customer base. They tried cross-selling other features in the casino with moderate success.

    Approach

    • Deeta analyzed all data and concluded that the most effective way to increase revenue is to increase visits from current customers. Further, it looked like current customers were visiting the client only a portion of all their casino visits
    • Using a combination of survey and behavior data, Deeta developed a “share-of-Wallet” model for the core customer base
    • Client casino had only 40% Share-of-Wallet even among its core base.
    • Deeta recommended strategies to increase share of wallet

    Results

    • Share of wallet increased to 60%
    • Leading to incremental revenue of $1.5M/year