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Mgm Revenue

In: Business and Management

Submitted By kkdon007
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Using the information in the MGM Players Club dataset, discuss the differences in the various segments of players at the MGM Grand. Some hints for potential analyses:
a. Begin by classifying customers according to their attractiveness from a static point of view (current profitability). Measure the concentration of profits.
b. Look at some aspects of behavior of the different groups (Note: to achieve consistency in the class discussion, please use as cut-off points total theoretical win of $500, $10,000 and $100,000):
i. Number of trips, ii. Trip length, iii. Whether they play in tables or slots, iv. Loyalty to a certain property
c. Expand your study by measuring attractiveness from a dynamic point of view (current and future profitability). The three-year span of the databases is insufficient for a rigorous lifetime value analysis but adequate for a discussion of basic concepts and tools used to assess customer attractiveness. For instance, what player characteristics in 2002 increase the likelihood that a player will come back in 2004?
Question 2
How does the MGM Grand derive value from its Players Club program and its player information systems?
Question 3
Do you think it is appropriate for hosts from any property to have access to the entire profile of a specific customer, regardless or where that customer plays or stays? Why? If you think that hosts from a certain property should have access to the information on customers’ play in their property, do you think there is anybody who should have a comprehensive view of the customer?
Question 4

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