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Mecca Bingo

Mecca Bingo

Mecca Bingo urgently needed to step change its understanding of its customers’ behaviour in order to improve its segmentation model. This would then enable it to better target its marketing investment activities, and thereby help stabilise business performance in the aftermath of three quick succession external regulatory shocks.

A rapid analysis of its new player tracking database provided numerous powerful insights into a series of business critical questions. In parallel, a series of small scale tests quantified the impact of various innovative marketing activities to influence individual customer segment behaviour and the respective return on investments.

The findings and recommendations enabled Mecca Bingo’s board to understand the value and worth of each customer segment, improve its segmentation model and significantly improve the effectiveness and efficiency of its marketing investment.

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