Data & Technology

Casinos know the value of data…so does MPG

As the range of media options continues to increase, the greatest challenge to marketers is the ability to measure the effectiveness of their advertising efforts. This challenge is even greater for bricks and mortar casinos, where combining media performance with off-line revenue data can be difficult. MPG’s approach is to leverage the newest data and technology tools to attempt to get as much of this data as possible into one place and generate insights into consumer behavior and provide actionable data to make sound data-driven media decision. Answering questions regarding which channels and media sources are providing solid return on ad spend is the key to ensuring that advertising efforts are supporting defined business goals.

Data Infrastructure

The promise of the digital media world can only be realized by being able to:

1. hyper target audiences and high opportunity geo-locations
2. deliver customized, event-driven and mindset-driven messaging at
   the right time
3. measure the effectiveness of creative messaging, media execution and
   media plan elements at each level in the funnel.

The ability to consolidate, synthesize, manage and leverage a vast amount and diverse range of data— including first party (client) data, third-party audience data, and real-time performance data — is a key element to success in the current ever-changing media ecosphere. Our team utilizes and integrates industry leading data, delivery and analytics platforms, from third-party research and targeting to first party data, allowing us to provide an end-to-end strategic/executional solution.

Real-Time Reporting Dashboards

Just as casinos utilize casino management systems to manage real-time data on customer play and value, MPG deploys a unified customer data platform (CDP), seamlessly integrating data from a wide array of marketing data sources and media channels, to provide nearly real-time omni-channel reporting/analysis to marketing stakeholders, at scale. This platform combines data from DSPs, Analytics (Google Analytics), Paid Search, Social Media, Email and SEO, as well as supporting the import of key off-line data. This data is presented in customizable dashboards designed to allow stakeholders to access key performance data with complete transparency.