Case Study: How Harrahs Revamped its Display Ad Campaigns to Boost Sales Melanie Gee, Associate Media Director, Nancy Marzouk, VP of Strategic Partnerships, Netmining

Worlds largest casino entertainment company that owns or manages casino resorts on four continents. Client background:

Drive bookings at efficient ROAS Objective:

Solution: Highly targeted remarketing By retargeting booking abandoners

Why Netmining? Segmented Remarketing Smart Remarketing BehaviorCaesars Las Vegas Caesars Atlantic City Visited Page?Yes Possible Interest?Las VegasAtlantic City BehaviorCaesars Las Vegas Caesars Atlantic City Visited Page?Yes Avg. Time Spent30 secs4 mins 15 secs Recencylast weekyesterday Frequencyrarelyoften Purchase Historyneverrecent True Interest Las Vegas Atlantic City

Solution: Increase ROI by targeting visitors most likely to make purchase Caesars.com Visitors

Results: KPI ROAS Better than travel endemic sites Better than socialgraph targeting Better than other retargeting networks

Results: Total Reservations & Revenue KPI Booking Volume

Key Takeaways: Stay Ahead of the Game Look for ways (smart remarketing and targeting) to increase efficiency and lower CPAs Identify publishers (based on reach, inventory, and competitive pricing) and test performance Use economic trends and analysis to identify where to capitalize more aggressively Use cookie pools and additional prospecting segments to build and retain a larger customer base Know Your Market Be cognizant of current market conditions for all properties Keep messaging relevant to consumers Incorporate the growing social space Take a different standpoint from your competitors and increase SOV

Questions