Two Way Hard Three | Las Vegas Casino & Design Blog

Mature Wealth, huh? They must know about your place in the Hamptons.

Posted by Jason Robar

I got the same email (I think), but had no classification after "account". I guess that means I'm a generic class gambler.

I got the email but it just has my account number next to my name.

I just retrieved the one my wife got from the trash. It says account "Our Turn", whatever that means. Usually when she gambles she uses my players club card; I'm not sure she even has an MGM account.

The one I got earlier in the week didn't say anything. The one I got this morning says "account Gen X Singles" Wonder what my husband's says?!?!

Actually got it twice - one with nothing (no name) and one with account.

"account Leisure Buffs"

mine says "Boomer Barons" ?? My parents are baby boomers, so i dunno what their classification means. lol

Posted by DavidF

Knew that Marketing Class I took would come in useful some day....

Here is the interpretation of the Marketing Segments that MGM have you listed under....

http://www.dunhills.com/pdf/segmentation.pdf

Posted by Hunter

Oh man, that's awesome.

'Established Elite' and 'Corporate Clout'. Ha!

According to the chart David posted, I will never be treating Hunter to drinks in Vegas again. He can buy his own :-)

Posted by Hunter

Yeah, I wish!

Maybe if you multiply by -1, you're closer to reality.

This is bizarre. Let me say only that MGM Grand insulted me with my category. I was last there three years ago, had a bad experience and decided not to return. However, I did stay at Bellagio, Mirage and Beau Rivage later in 2006. I burned out on Vegas and haven't stayed at any MGM Mirage property since November, 2006, but I continue to get offers. Although I've never been to NYNY, I get more offers from them than from any other MGM property. I guess my low status is the preferred customer for NYNY. Surprisingly, while MGM Grand was insulting me this week, The Mirage offered three nights in a Penthouse Suite with generous FreePlay, and Beau Rivage offered three nights any time along with air from either FLL or PBI. Each property must be responsible for its own marketing even though there is a common Players Club. I don't fault MGM Grand for rating its customers, but it is offensive for them to rub my nose in my lowly status. At the risk of being petty, I'm rethinking my plans to stay at ARIA next February.

Well like a lot of other people, my mailing just had my name, account. and nothing else.

I have never stayed at the MGM Grand, but have stayed a number of times at the Mirage, Treasure Island, and Monte Carlo.

Posted by Dave

Wow, Hunter. I didn't know being an admiral was so lucrative.

I got "Modest Means"...whatever that means...hahaha

Detroit, I think that MGM properties work against each other, in order to keep their "edge". Harrah's does the opposite, and lets all properties cross book and promote.
I see it as a compliment to your previous play that you are getting any of the offers you described, since you haven't been to Las Vegas in 3 years. Hell, I've been there 10 times since November 2006, and haven't been offered anything more than a free buffet at the Imperial Palace.

Mine said 'taking hold' wonder what's that means?

I've worked with segmentation in the past for other industries. Chances are, MGM uses other vendors to analyze and prepare the segments. Generally, the results are more useful at a summary level, rather than for each individual customer. For example, it's common to use zip codes of your home address to help determine your segment. So, someone that rents a poolhouse in Beverly Hills will be ranked more "upscale" than someone who owns a penthouse in downtown LA. In general, a BH address could be more indicative of wealth than LA but may not be accurate at a specific customer level.
Of course, the database is also only as good as what you know about the customer. If you ordered room service, that might indicate a higher income level. If you spent $500 at a restaurant downstairs, the hotel may not have that info. So, the guy ordering room service is viewed as potential higher income.
Segmentation is not perfect but can help directionally and is better than nothing.

Mine said "Cash & Careers"

Wow, that is interesting. I got this email twice, once from Mandalay Bay and one from NYNY (where I have never stayed). Both offers just had my name and account number, unfortunately.

Vegas offers, including $99 at Encore.
http://www.lvbusinesspress.com/articles/2009/06/22/news/iq_29446389.txt

my e-mail listed my account as our turn whatever that means

Posted by mike_ch

Any big winners here? If I was told that a casino listed me as "Our Turn," I'd assume that means I've won too much.

This is absolutely hysterical. These categories do serve a purpose I guess, but man are they insulting (even the complimentary ones) if you actually come face to face with them. Anyone want to print up some buttons that say "Established Elite" or "Corporate Clout" and then cruise the Bellagio? Hunter, you should put "Mature Wealth" on your business card.

Posted by Michael Lu

very interesting. as a single 28 year-old i've been grouped as flush families. it seems like this was only used in my mgm grand marketing offer. all other properties i've received for michael buble concert just have my players club number.

Segmentation can be fascinating. Harrah's was noted as being at the forefront of using its database several years ago and segmentation would likely have been used. Most major consumer companies use segmentation in one form or another not just for direct mail but advertising in general and even product development. Claritas is a noted leader in this and they have a nifty zip code lookup feature where you can enter your zip and find the most common segments that live in your neighborhood. It also provides more details on what those segments look like. Here's the link to it: http://www.claritas.com/MyBestSegments/Default.jsp

(Incidentally, I am not affiliated with this company.)

I received the email the day after I left my 6 day Vegas trip and I was staying at MGM Grand at the time. My email says, "Taking Hold". This is pretty interesting.

Gregory, I like Cariltas Prizm NE's titles better than Dunhill's which MGM apparently uses. I would have been happier had MGM called me Blue Blood Estates, Money & Brains, or my favorite, Shotguns & Pickups.

Wow, this is fascinating. I'm another "taking hold."

Just had my account #, should have had "this fool keeps playing Lions Share"

Mine said "beginnings"