Database marketing expert Lynette O’Connell brings more than 20 years of gaming industry experience to her current position as VizExplorer’s Director of Customer Success. In this role, she manages the post-installation relationships with VizExplorer’s gaming operator customers who have licensed the company’s award-winning operational intelligence solutions. Prior to joining VizExplorer, Lynette held a variety of senior positions in database marketing and analysis at Boyd Gaming, American Casino Entertainment Properties, Buffalo Thunder Resort & Casino and Caesars Entertainment.

Lynette O’Connell
United States | 24/10/2016
In the field of Casino Marketing, database marketing is king. At the start of each new month in gaming, database marketers begin their marketing cycle. First, they pull customer data for their core mailers and spend days segmenting players and adding test and control measures to validate that they’re targeting the right audiences. Next, they prepare the files for their mailhouse and manually load the player management system with offers to be marketed to customers based on their current lifecycle. Finally, campaigns are executed, and soon the database marketers are analyzing their results and starting the cycle over again the following month.
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