The document discusses using customer data and segmentation to improve email marketing efforts. It provides examples of how MGM Resorts collects customer data through their M life loyalty program and uses that data to personalize the customer experience from booking through post-visit communications. Personalizing email communications based on customer attributes like past purchases, preferences, and location can increase engagement by sending more relevant messages.

2. Introductions
Adam Bravo
Director, Campaign Operations,
Corporate Marketing
MGM Resorts International
Paige O’Neill
Vice President, Marketing
Aprimo – Teradata

3. Better Customer Experience More Efficient & Effective Marketing
• Channel preference/convenience • Creates relationships
• Drives loyalty & satisfaction
• Ability to easily find Product/brand information • Saves on agency costs
• Relevant & timely promotional incentives • Lets the marketer focus on creative,
• Highly personalized communications delivered messaging, offers
more frequently • Increases average purchase price
• Store/product/brand recommendations
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4. Connecting to Customers: M life
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5. Three Things To Take Away
1. Engagement is more important than ever.
2. Communicate on the
customer’s timeline and urgency.
Learn from MGM’s experience.
3. Customers don’t want more email.
They want more relevant email.
How can we create more relevancy with the Aprimo
tools?
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7. What Hasn’t Killed Email Yet?
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8. Email
ROI Puts
Stars
In Our
Eyes

9. New Reality: Consumers can quickly “sweep” and filter
email messages they don’t find interesting.
In fact, that process is automated.
Even permission-based messages
are marked as “spam.”
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10. Subscriber Covenant

11. The Truth.
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12. Typical Email Marketing Stream
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
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13. Lifecyle Email Marketing
Welcome! We like you.
Hi, are you ready to buy?
Thanks for buying!
You might also like….
Hi, are you ready to buy?
Here’s what others like!
Please tell us what you like.
Hi, are you ready to buy?
Cool content you might like.
Hi, are you ready to buy?
Something special for you
Any of your friends like this?
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14. Cross Channel Marketing
Welcome Email. We like you.
It’s Free Taco Tuesday. Pls RT
Hi, are you ready to buy?
Thanks for buying!
Text in to join our party!
Dear Pamela, you might also like….
Hi, are you ready to buy?
Visit Facebook: What do others like?!
Sale 4 U 2Day!
Cool content you might like.
Mobile coupon! Are you ready to buy?
Something special for you!
Any of your friends like this?
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15. Dialogue
Segment
Broadcast
The Email Marketing Evolution from
“Batch & Blast” to “Engage & Customize” is
powered by automation and data integration.
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16. Message
Right Person
Time
Every time.
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21. Leveraging creative space based upon data from a customer’s web
presence
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23. Connections Require Segmentation
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24. Wherefore Art Thou Data?
Customer Email Call Center
Sales Team Database Online
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25. MGM Data Challenge
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26. Simple MGM Dialogue
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28. Customizing with Extended Attributes
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29. Data Driven
Lifecycle Triggers
• Customized balances
without the account
statement feel
• Imagery specific to the
room the customer has
available
• Variable offer components
according to the guest’s
transactional history
• Events based upon our
inventory needs

30. MGM M life Member Experience
On
Booking Pre Arrival Check In Post Visit
Property

32. ARIA Lifecycle Customization
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35. Segment Methodology
1. SEGMENTATION: identify logical groups
to which the same basic messages are  Hotel vs. Gaming
likely to resonate.  Spend level
 Property Preference
2. TARGETING: align messaging to the
engagement patterns of each segment.
 Active M life
 Deal vs. event driven
 Lifecycle programs
3. PERSONALIZATION: add the finishing
 Best time to send
touches that make the communication
feel personal.
 Gender
 Past events/dining/games of
interest
 Presence of children
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36. Why Bother With All This?
• Better customer experience
• Improved response rates
• Improved inbox placement
• Sender Reputation as a KPI
• Deeper understanding of
customer
• Shared learnings across
properties = Optimization
• Digital marketing “seat” at the
table
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37. Happy Birthday
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38. “With great power comes
great responsibility.”
- Uncle Ben
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39. Thank you & Questions
More info? Just email stephanie.miller@aprimo.com
Or @stephanieSAM
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