Case Study: Foxwoods Casino Uses Analytics To Track Conversions
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- Published in DemandGen Reports
Featuring six casinos with more than 7,200 slots, 380 table games, Foxwoods Resort Casino realized the Web site could still be a powerful tool to communicate with its customer base. As Foxwoods’ IS organization moved toward a major Web site overhaul in 2006, it concluded that its Web analytics product was no longer sound.
Weighing TCO metrics, Foxwoods IS team chose to implement Unica NetInsight, according to Merilee Paoloni, senior staff consultant, IS Gaming Systems. “We began evaluating Web analytics alternatives in 2005-2006 when the new release of our existing Web analytics solution outgrew our existing infrastructure,” she said.
After installing NetInsight, a Unica support engineer arrived on site to assist with creating scripts for log shipping, setting up profiles, and report creation. The Foxwoods team coded the company Web site so that URL parameters and browser cookies could be used to track and correlate user interactions with transactional components on the site.
These values were used in conjunction with NetInsight’s Parameter Summary and Scenario reports to provide the Foxwoods marketing team with conversion reports for e-Commerce transactions, Paoloni said.
“Within just weeks of implementing NetInsight, marketing was able to track overall site traffic, repeat visitors, new visitors, traffic to our members-only rewards area and transaction drop-off points – all using out-of-the-box reports together with custom reports developed by IS,” she said. “Since then, we’ve used the same techniques for tracking visitor response to both print and online advertising campaigns.”
Systematic Reduction
From an IS perspective, Paoloni said NetInsight offered multiple benefits. It required no custom Web page tagging, which was convenient particularly since Foxwoods has three site revisions and a major site overhaul.
Eliminating custom tagging has made Web analytics far less prone to error for Foxwoods. “We now have a new content management system, too – and with NetInsight, we don’t have to worry about whether the content manager retags every page properly, either.”
Paolini said although the business objectives were primarily IS-focused, the marketing team has come up with several new ideas as a result of the implementation. The team quickly added a script to track visitors’ screen resolutions. They knew customers were moving away from 800 x 600 monitors, and were able to quickly give creative partners precise specs on what they were actually using, so they knew what to build for.