Case Studies

Client

SKYCITY

Agency

Connect Communications

Quick Overview

Smarter and more sophisticated email and personalised web promotions.

SKYCITY Marketing Database

  • SKYCITY

The online marketing database and automated email system Ubiquity designed and built for SKYCITY integrates data from a new, managed database with the database SKYCITY manages in house, making smart segmentation easy.

  • The challenge

    Having communicated with Action cardholders using promotional emails for years, SKYCITY wanted to make more strategic use of email as a marketing channel. They wanted to both make better use of the web as a promotional tool and to extend promotions beyond the Action card database.

    Governed by strict gaming industry regulations, SKYCITY needed total accuracy in data management and full confidence the right email would be sent to the right database contact at the right time.

    SKYCITY wanted to both keep the management of their Action cardholders database in house and to have Ubiquity create a new, externally hosted, marketing database. Data had to be integrated across the two systems.

    How Ubiquity helped

    Ubiquity was able to provide exactly the technology SKYCITY needed. Developments were structured into three main solutions:

    1. Online competition management
    2. Entertainment database development and management
    3. Promotion-specific microsites

    1. Online competition management

    Ubiquity developed an automated online system to manage regular Action Card competitions for SKYCITY. The system tracks cardholders from email to online response, limiting competition entry to one per person. It also administers the prize draw, in line with competition rules, and triggers emails to announce the winners.

    2. Entertainment database development and management

    Ubiquity built and manages a marketing database to support SKYCITY's communications with prospective entertainment customers. The team at Ubiquity created an online registration process so people interested in entertainment can sign up and log their particular interests.

    Ubiquity manages all the Entertainment registrants data for SKYCITY. Each month Ubiquity generates an email promotion in which registrants and some segments of the Action cardholder database are sent specific and relevant offers, based on their registered interests.

    3. Promotion-specific microsites

    SKYCITY had commissioned a micro-website to promote their new bar in Hamilton. Ubiquity provided full online registration functionality. The resulting data is automatically integrated into the entertainment database, allowing easy and cost effective email promotions, targeted to support the new bar. Ubiquity's smart technology makes online micro-marketing practical and cost effective.

    What was achieved?

    Ubiquity's technical support has given SKYCITY the confidence and tools to use email and personalised web promotions in a much smarter and more sophisticated way. SKYCITY were able to keep the management of their Action cardholders database in house but take advantage of Ubiquity's ability to manage their email programme.

    The new Entertainment marketing database Ubiquity built is able to integrate data from the Action cardholders database so campaigns can be correctly segmented. More targeted promotions are enabling SKYCITY to improve the response rates and success of their marketing. And Ubiquity's commitment to accuracy and world-class data-management ensures SKYCITY meet their obligations under the NZ Gaming Act.

    Ubiquity gives the SKYCITY marketing team the control and flexibility they want while safeguarding the business.

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