Masterclasses

Pre-Summit: Tuesday 13 November

On Tuesday 13 November, a day before the Totally Gaming Slot Summit, we'll be running a range of masterclasses at the Hippodrome Casino in Leicester Square, London.

Run by leading experts in the field, these masterclasses will offer unique insights into the problems facing landbased operators and focus on two key themes: Table Games, and Marketing.

Both will include morning and afternoon sessions and you will be able to pick two sessions from the range to best fit with your specific business needs.

After this day of training, you are then invited to the Grosvenor Hotel for Summit pre-registration and networking drinks.

 

 

  Table Games Stream
Robert Brassai
and guests
Marketing Stream
Wendy Lawrence
and Arjan Korstjens
10:00 - 13:00

Use of Big Data in Landbased Casinos

Overview
This masterclass looks at the concept of Big Data and how it can be
applied to monitoring and improving the performance of a landbased
operation. It looks at how data, naturally collected through the running
of the operation, can be analysed to review and plan for improvements
to the operation’s efficiency and ‘trend spot’ capabilities. Such
analysis can not only help identify problems and underperformance
but also highlight opportunities.

Objectives:
As a result of this session you will be able to:
• Identify strengths and improvements within your own data collection
and analysis
• Plan and implement improvements to your own KPI monitoring
and analysis
• Use trend spotting to target specific aspects of your operation for
innovation

Digital Marketing for the Landbased Operation
with Wendy Lawrence

Overview
This masterclass provides an introduction (or a refresher!) to the digital
components of the operation’s marketing strategy.
Explore techniques required to build and sustain an interactive business
- acquisition, retention, and optimisation. It will include an introduction
to PPC, social media, affiliate marketing, email marketing, website
optimisation, and marketing analytics.

Objectives:
As a result of this session you will be able to:
• Describe key digital components of an effective marketing strategy
• Describe how they fit into the organisation’s wider marketing plan
and how to create an integrated marketing plan
• List and plan for additions and improvements to your own digital
marketing

13:00 - 14:00 Lunch and Networking
14:00 - 17:00

Use of Big Data in Landbased Casinos

Overview
This masterclass looks at the concept of Big Data and how it can be
applied to monitoring and improving the performance of a landbased
operation. It looks at how data, naturally collected through the running
of the operation, can be analysed to review and plan for improvements
to the operation’s efficiency and ‘trend spot’ capabilities. Such analysis
can not only help identify problems and underperformance but also
highlight opportunities.

Objectives:
As a result of this session you will be able to:
• Identify strengths and improvements within your own data collection
and analysis
• Plan and implement improvements to your own KPI monitoring and
analysis
• Use trend spotting to target specific aspects of your operation for
innovation

The Sense and Nonsense of Loyalty Programmes
– or why it should not be called a loyalty programme in the first place
with Arjan Korstjens

Overview
Everybody does it. Everybody offers players extra points or turns -
some on electronic devices, others on live tables. “Because we have
to and our competitors do it as well” is often the answer when asked
about their loyalty programmes. Guests do not ultimately become
loyal because you give them a few free points. The points are almost
irrelevant. The key to loyalty is the data from the programme itself.

Objectives:
During this session you will:
• See an international benchmark of loyalty programmes around
the world
• Learn why most of them should not be called loyalty programmes
• Learn why more than half are actually irrelevant
• See how you can calculate the cost of a programme
• Understand the pitfalls and challenges
• Be able to take a second look at your own programme

   

Download the Masterclasses Agenda  │  Book Now

   

Book the training package at the same time as your delegate pass and benefit from a day of invaluable training for a fraction of the standard price.

The early bird price of the combined Delegate pass + Masterclasses package is £650 (normally £700).

  

 

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