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$1,000K 800 600 400 200 0

Growth amongst our VIPs fueled the business until September 2008. $1,000K 800 600 400 200 0. Annual Growth Q101 – Q108: 25%. Annual Growth Q108 – Q110: (15%). ’01 ’ 02 ’ 03 ’ 04 ’ 05 ’ 06 ’ 07 ’ 08 ’ 09 ‘10.

sean-francis
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$1,000K 800 600 400 200 0

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  1. Growth amongst our VIPs fueled the business until September 2008 $1,000K 800 600 400 200 0 Annual Growth Q101 – Q108: 25% Annual Growth Q108 – Q110: (15%) ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ‘10

  2. Our Ah Ha moment was when Diamond and 7 Star service scores converged with Gold %A Service Score

  3. Quant research also told that gaming had dropped in their L&E Priority List VIPs reduce gambling before cutting other activity VIPs cut other activity before reducing gambling

  4. Our analysis showed there was a service premium when the host engaged with their customers during a visit VIPs reduce gambling before cutting other activity VIPs cut other activity before reducing gambling

  5. Lessons Learned • Similar to our broader marketing philosophy, our robust analytic capabilities enabled us to be much more surgical in our approach to drive revenue and not simply rely on increased promotional discounts or advertising expense as we focused on enhancing the customer experience for the best customers • Having detailed customer level data in the warehouse allowed us to uncover unexpected insights that we used to develop operationally executed solutions • Turning insight in to action quickly can transform an organization

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