STRATEGY & EXECUTION
SCORPIO™ analyzed and separated the database into either Direct Marketing-Driven guests or Media-Dependent guests in order to accurately determine the demographics for media-buying purposes.
SCORPIO™ determined that the target Age, Value and Visitation of Direct Marketing vs. Media guests were vastly different. By not separating the two audiences, the client’s media strategy was skewed significantly, which resulted in thousands of dollars of unnecessary media spending.
The refocused media buy toward the defined Media-Dependent guest allowed the property to not only cut monthly spend by 35%, but it also allowed them to reallocate dollars into new feeder markets for New Member testing.