Despite the lofty title, not everyone on Monday afternoon’s four-person panel Big Data & Marketing: How the Information Revolution Changed Marketing Forever, at the 2018 Indian Gaming Tradeshow, was convinced that big data has changed much of anything. Yet. Robert Bohn, director of CRM at Chumash Casino, said, “The major obstacle to implementing big data is resources, and the most important resource is time.” He added, “I don’t believe that the industry is using all the data that’s out there now, and, considering the resources required (to use it) at this time, I don’t think we need (big data).”
Doug Parker, Compliance Supervisor at Finley & Cook, commented, “We can add a more scientific approach to what we have, rather than jumping into big data,” and said later, “(you should) make sure you are looking at incremental revenue first and foremost.”
Mille Lacs corporate vice president of marketing Heidi Hamers said that “big data is somewhat of a ‘red herring’,” but added that the movement is “making us all better data scientists.”
Explaining further, she said, “There is so much data available today. The key is to determine which data can become actionable and (to) integrate that data. Have a plan. Know the objective.” She also offered some tips to others just beginning to explore big data. “Today, there are affordable applications that you can buy and train your own folks to use productively.
(With) data scientists, you don’t just need to look for technicians. Find someone creative, someone who understands marketing. They don’t necessarily have to be a tech person. They do need to understand marketing.”
At Pechanga Casino & Resort, where they’ve made a major investment in big data technology, senior data scientist Stuart Kerr offered four tips for those getting started: “First, begin with staffing. Invest in these (data science) skill sets. You need to have the ‘scar tissue’ from seeing decisions (good and bad) made from recommendations that you make. Mistakes and success make you stronger. Break down the data ‘silos’ within your organizations. Silos are data that are not connected to other data sets. It’s your requirement to break down those silos; that’s where you’ll find valuable actionable data. And establish a ‘data democracy.’ Stop hoarding data. You’re hurting the property. Share information at all levels.”
Despite all the buzz on big data, when moderator Deana Scott, CEO of Raving Consulting, asked the audience of 50+ how many had active big data efforts, only ten raised their hands. Asked how many were planning on moving forward with big data, there was just one.
In his concluding remarks, Hamer said, “You need to look at behavior compared to good control samples.” Bohn emphasized the need to “build out models to also determine who you need to fire (i.e., eliminate marketing efforts to non-profitable customer segments).” Parker echoed that with, “Make sure you are looking at incremental revenue first and foremost.” And Kerr stirred the audience with the comment that “… there is a cultural obstacle to adopting big data. The ‘tech nerd’ from the outside finds massive resistance. It’s an issue that we need to solve.”
