Two Way Hard Three | Las Vegas Casino & Design Blog

June 20, 2009

Oh Ye of Modest Means, Cometh to the Casino

Posted by Hunter

We know that all casino operators take their player databases and deliver offers based on the customer's profile - better customers get better offers, though sometimes it can be far more complex than that - bringing in a long lost customer, enticing some specific block. They use high-end relationship management software to pull these things together.

It becomes more interesting when an operator makes a mistake and the customer gets to see how they are classified in the database.

Over the past day or so, MGM Mirage sent out email marketing information for the Michael Buble concert on July 4th weekend. At the bottom of the offer, where it has the players name, it appears they accidentally included the account classification.

Here's what mine looked like:


I'm not sure what 'Mature Wealth' actually means - I'm 29 years old and haven't been staying or playing with MGM Mirage as much as I did a few years ago. Even when I had, I never dropped any large coin at their properties - it did make me chuckle though.

What's more interesting is that other readers reported tags such as 'Modest Means' - not sure if calling customers poor is the hook MGM was looking for to get people back on property.

Did you get this email? Any other interesting tags you're willing to share in the comments?


Read archived comments (32 so far)
June 20, 2009 10:06 AM Posted by Dr. B

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

June 20, 2009 10:17 AM 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.

June 20, 2009 10:21 AM Posted by AndyMN

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

June 20, 2009 10:36 AM Posted by Mike P.

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.

June 20, 2009 10:53 AM Posted by oupiglet

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?!?!

June 20, 2009 12:53 PM Posted by Matt

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

June 20, 2009 2:23 PM Posted by Derek

"account Leisure Buffs"

June 20, 2009 2:59 PM Posted by erich

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

June 20, 2009 3:47 PM 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....

June 20, 2009 3:53 PM Posted by Hunter

Oh man, that's awesome.

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

June 20, 2009 4:53 PM Posted by Mike E

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

June 20, 2009 4:56 PM Posted by Hunter

Yeah, I wish!

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

June 20, 2009 5:00 PM Posted by detroit1051

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.

June 20, 2009 8:00 PM Posted by BigRedDogATL

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.

June 20, 2009 10:31 PM Posted by Dave

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

June 21, 2009 1:38 AM Posted by Arthur

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

June 21, 2009 7:45 AM Posted by Jeff in OKC

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.

June 21, 2009 11:03 AM Posted by pk

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

June 22, 2009 12:55 PM Posted by gregoryzephyr

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.

June 22, 2009 3:06 PM Posted by albert808

Mine said "Cash & Careers"

June 22, 2009 4:49 PM Posted by socalduck

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.

June 22, 2009 10:45 PM Posted by detroit1051

Vegas offers, including $99 at Encore.

June 23, 2009 6:13 AM Posted by urgeoverkill

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

June 23, 2009 8:42 AM 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.

June 23, 2009 12:46 PM Posted by Matt K

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.

June 24, 2009 2:04 AM 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.

June 24, 2009 1:31 PM Posted by GregoryZephyr

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:

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

June 24, 2009 2:25 PM Posted by JaimeM26

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.

June 24, 2009 3:20 PM Posted by detroit1051

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.

June 25, 2009 7:31 PM Posted by Sam

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

June 27, 2009 11:43 AM Posted by dm49323

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

July 8, 2009 3:00 PM Posted by Bobby

Mine said "beginnings"