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MGM’s M life Evolution, Advanced Analytics, and Technology
Customer Loyalty Programs are rapidly evolving in the gaming and hospitality industry, offering expanded services, increasingly customized rewards, and technology-driven advancements to attract and retain diverse customers. MGM Resorts International (MGM) transformed its Players Club loyalty program into M life, a comprehensive rewards program that gives customers the power to earn benefits for virtually every dollar they spend at MGM Resorts destinations. We will present some exciting new ways that M life helps personalize and tailor customer experiences, and discuss how we use advanced analytics for targeted marketing. Key topics we will cover include:
- Evolution of gaming-based Players Club to all-encompassing and brand-unifying M life
- Role of targeted offers in growing business and loyalty in a highly competitive landscape
- Use of innovative and advanced analytics to predict customer value, characterize trip and spend behavior, model promotion response, and finally, to test and optimize marketing campaigns
- Technology advancements to support emerging multi-channel (Web, Mobile, Console), Trigger-based, and Social Media marketing
Jordan Salmon is Director of Corporate Marketing Strategy for MGM Resorts International where he is responsible for all aspects of the M life loyalty program, including strategy, operations, and marketing campaigns to over 30 million M life members. Since joining the company in 2003, Jordan has served in a number of roles including Slot Operations Manager at Treasure Island and Director of Slot Marketing for MGM Grand Macau, where he was part of the pre-opening team. Jordan graduated Summa Cum Laude from UNLV with a B.S. in Hotel Administration and a concentration in Casino Management.
Dr. Venkatesh Ravirala
Dr. Venkatesh Ravirala is an Executive Director of Advanced Analytics at MGM Resorts International. His team is architecting and building an enterprise analytics ecosystem to support broad ranging business demands within MGM. As a recognized expert in delivering large-scale technology solutions and innovative analytics, Dr. Ravirala is directing implementation of web-based business intelligence and decision support systems, data mining algorithms, predictive models, and optimization methodologies for Corporate Marketing. Dr. Ravirala brings a wealth of experience conducting analytics within Retail, Health Insurance, Energy, and Transportation sectors. Prior to MGM, he held technical and executive roles at Oracle, Kaiser Permanente, Nexant, and Chemdex.
He earned his doctorate in Engineering with Decision Sciences from Rensselaer Polytechnic Institute, along with dual masters in Operation Research and Statistics. His contributions have been recognized by Academia and Industry with key awards, including Honorable mention for INFORMS Dantzig Dissertation Prize, RPI’s Archibald-Bedford prize, and InfoWorld Top 100 Award. His recent work at MGM Resorts has been nominated for Teradata EPIC 2012 Awards.