MARKETING - Seeing the Trees in the Forest: Customer Opportunity Analysis in a Competitive Landscape
Myles Swann, President, Swann Gaming Group
During this session, we will review analytical methods to identify profitable marketing opportunities and vulnerabilities in a competitive environment. Typical reporting and analysis methods may fall short in providing an actionable path forward in the face of declining revenues. Questions arise such as “What types of customers have declined?”, “Are the segments or markets where I have upside?”, “How do I prioritize limited reinvestment dollars and resources to counter attack?”. Attention will be given to outlining innovative, but practical ways to answer these types of questions. We will discuss how to formulate strategies that prioritize marketing efforts and dollars on those customer and market segments with the greatest financial upside. We will explore ways to micro-segment the problem, develop marketing tactics and manage reinvestment in a manner that is tied to bottom line results.