STRATEGY & EXECUTION
G&P initiated SCORPIO™ in September 2015. SCORPIO™ is a proprietary database and analysis service developed by Gremillion & Pou. It is a culmination of over 15 years of casino database experience across a variety of gaming jurisdictions and sizes. The unique feature of SCORPIO™ is that it analyzes and appends predictive expectations based on the individual, rather than groups of similar averages.
SCORPIO™ reviewed all possible Riverwind customer relationships and then determined which customers were predicted to return in subsequent months. The customers deemed likely NOT to return were associated with a risk/return factor to determine the optimal reinvestment level based on the probability of successfully driving a visit.
This exercise was critical to Riverwind in order to determine the true impact of incremental business versus predicted business.
Not only did SCORPIO™ identify guests with varying levels of incremental value, but it also determined the expected probability increase of visitation based on receiving a direct mail or email offer. Therefore, SCORPIO™ gave Riverwind the ability to drive varying levels of incremental play based on desired risk level.
SCORPIO™ recommended a shift in offer strategies and reinvestment levels that impacted 24% of its marketed guests. These SCORPIO™-adjusted guests yielded greater incremental value compared to the lower property average.
To date, SCORPIO™ drove an impressive increase in revenue and a double digit reduction of reinvestment for Riverwind’s direct mail and email program.