1. Visualization of A Customized Player Segment
CASINO:
DATA PROFILE SNAPSHOT REPORT
Prepared by:
Cara Cohan - Maverick Marketing 360
Where Data Insight Meets Creative Solutions

2. Find the right target and drive
marketing strategy.
3
Define
Audience
Leverage
Experian data
or your own
customer data
2
1
Activate & Execute
Develop
messaging &
contactstrategy,
creative & channel
©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Profile
& Plan
Get to
know him/her
Maverick 360 will build you the most targeted Data Driven
Campaign from Data to Creative to Content to Execution.

3. Characteristics:
• Likes to Gamble on Vacation
• Has Visited a Casino in the last 12 months
• Has Traveled to Las Vegas in the past 3-5 months and the past 12 months
• Age groups: 35-44; 45-54; 50+
• Household Income: $45K-$49K; $50K-$59K; $60K-$74K; $75K-$99K
• Entertainment Reward / Loyalty Card
Search Terms (terms people search for online in relation to the profile
being built):
• Downtown Las Vegas; Downtown Las Vegas Hotels; Las Vegas Downtown Hotels;
Hotels in Downtown Las Vegas
BUILD CUSTOM SEGMENTS
On-the-fly audience creation: Build custom segments that matter
Flexible data mining with thousands of consumer
attributes to tailor your best customer segment

4. • Powerful profiling for better storytelling
RUN REPORTS BASED ON
SEGMENT CREATION
Snapshot
Report
Crosstab
Reports
Digital
Behavior
Reports

5. GENERAL DEMOGRAPHICS:
Based on the characteristics entered, as well as internet search terms, here are some findings (based upon a
percentage of the target segment size:
 59% Married
 65% Employed
 38% Children in the Household
 68% are Homeowners
 74% are the Primary Shoppers
 36% are Middle of the Road when it comes to their political outlook.
This can break down further with more information. For the purpose of these slides, here is a
representation of the Profile Snapshot Report.

6. AGE BREAKDOWN:
As you can see from here, the 35-44 and 45-54 segments are almost even. There are more
Statistics broken down in a spreadsheet report.

7. GENDER:
We see slightly more women than men – and the ages are broken out.

8. MOSAIC – BEHAVIORAL PROFILES:
This requires a whole second report dedicated to itself in order to provide the descriptions of the
Mosaic profiles, and how to apply them to the various channel execution, creative and copy.

9. DATA ENHANCEMENTS, MOSAICS AND YOUR DATA:
We can enhance the existing Player Data to see your strongest segments:

10. SAMPLE MOSAIC PROFILE

11. HOUSEHOLD INCOME:

12. OTHER FINDINGS:
There are many other data findings, which include more in-depth descriptions of the
reports above, as well as digital behavior reports, how and where to spend your online
dollars and other media budgets, as well as utilize the information on marketing by
channel to the various segments.
There are tests that can be applied against the various data findings.
More importantly, these segments can be run for each new event, campaign and
different tiers within the player database.
We can also, append, enhance and profile the Active Player database to find similarities
and to better define and refine the segments that we build.

13. EXECUTION:
The final phase is to utilize the data results to create a compelling marketing
campaign or event. By utilizing the profiles, we can create print and/or digital
campaigns that will resonate with the target audience. The objective is to apply
creative, content, copy and offers that will be relevant to the recipient across any
channel.