The Fine Point Group recently released LaserPointCRM2.0, its second version of the widely acclaimed LaserPointCRM relationship marketing and analytics software platform. Fine Point Group Managing Director Randy Fine said, “LaserPointCRM 2.0 allows our clients to run sophisticated, algorithm-based marketing models designed to segment customers based on multiple dimensions of actual customer behavior and predictive behavior. This software allows casinos to segment and analyze the results of relationship marketing programs with just a few key strokes.”
Fine Point Group Senior Vice President Steve Marshall added, “In today’s ultra-competitive casino environment where bottom-line performance is under pressure due to stagnant or shrinking topline revenue, managing reinvestment and extracting as much revenue as possible from a casino’s existing database is more important than ever.”
Clients can use LaserPointCRM2.0 to segment based on length of relationship with a guest, when a guest visited last, where a guest lives in relation to the casino property and competitive properties and guest value or predicted value to the casino. The analytics package identifies macro trends in a client’s database, such as revenue contribution by segment, geography, rewards club tier, casino host and other customizable reports.
The program also allows clients to perform marketing specific program level P&L analysis, including A/B offer testing.
LaserPointCRM2.0 recently was Beta tested at a tribal casino in the upper Midwest, which realized an 18.7 percent increase in net slot win within 90 days of installation. Fine Point Group Vice President of Relationship Marketing Frank Ellsworth said, “The net win increases during our Beta test were driven by a 9.3 percent increase in rated casino trips and an 11.9 percent increase in rated win per trip while spending less in free slot play. The Fine Point Group designed this software to be completely customizable based on a casino’s unique, market specific relationship marketing strategy.”
CIO Review Magazine named the Fine Point Group and its LaserPointCRM2.0 to its list of the 20 Most Promising Casino Solution Providers in 2016. Randy Fine, a co-developer of LaserPointCRM2.0, said, “We couldn’t be more pleased to be included on this prestigious list of casino industry leading solution providers.”
The Fine Point Group launched LaserPointCRM1.0 in 2012 as a software as a service product. It recently was redesigned and upgraded to give clients on-demand segmentation, analytics and maximum flexibility in a customizable cloud-based solution.
Casinos are invited to try a free 60-day trial subscription to LaserPointCRM2.0, following a free database review of direct mail segmentation, customer reinvestment and player development strategies.
