Supernova Award Category

The Problem

MGM has always aimed to deliver a consistent customer experience, but recognized they weren’t operating at the full potential across digital – their websites were out of date, they weren’t collecting the necessary information and they weren’t personalizing content for its customers.  

The Solution

MGM invested in Adobe Marketing Cloud, which offered ways to consolidate data and content and allowing them to deliver personalized experiences to every customer during interactions via web, mobile web, or mobile app. 

The results

MGM were able to have conversations with customers via mobile devices, providing rich, relevant, and personalized content on-the-go. They achieved their full ROI in less than one year with the help of a tag management tool created by Adobe Analytics. Lastly, MGM centralized control of its digital marketing activities while providing local customization capabilities to individual branded properties, optimizing their loyalty website.

Through Adobe Search and Promote and Adobe Experience Manager guests now see relevant content based on their device and location. For example, if you are out of market and browsing the MGM Grand website who will see hotel rooms since you are outside Las Vegas. However, if you connect to our resort WiFi you will know see in marketing content such as restaurants and entertainment.

Furthermore we are executing on the MGM Resorts Filter, Find and Act strategy. At MGM Resorts our properties are filled with content. We have restaurants, spas, pools, night clubs, retail shopping, casinos, attractions, events, concerts and more. It can be difficult for a guest to find the information they want.   Our new websites do a very simple basic human communication interaction to ask guests what they want. So rather than trying to figure out what the guest wants and spamming with information, we ask them what they want to do and that is a better guest experience.

Metrics

Although we cannot share financial information we can share directional changes and improvements.

- Over the last 18 month we have seen incremental revenue of tens of multimillion dollars.- We have uncovered and improved the ecommerce transaction process increasing conversion rates multiple basis points.- Since the sites are responsive now see mobile commerce where there was none.- Content changes now take minutes rather than weeks and work across mobile, tablet and desktop. 

The Technology

MGM utilized Adobe Experience Manager, Adobe Analytics and Adobe Target. AEM is a comprehensive content management solution for building websites, mobile apps and forms; Adobe Analytics applies real-time analytics and detailed segmentation across marketing channels; and Adobe Target is a personalization solution that makes it easy to identify the best content through tests that enable marketers to deliver the right experience to the right customer.

Disruptive Factor

Ensuring our unique property brands could use a platform that enabled standard templates and components was very difficult.  In addition, we were executing against a guest strategy where the digital has to support the physical property.  It was important that you had they correct guest experience on any device anywhere.  Hence our use of Adobe Search and Promote on our initial homepage is revolutionary.  A guest can see different content based on device, location, and logged on state.  It was a challenging implementation to use the technology in this fashion and required a huge amount of up front planning. This is will give us a huge competitive advantage interacting with our guest and present them information for years to come. 

Shining Moment

This was truly a company effort MGM Resorts is proud of. From the initial design, implementation and go-live we had amazing support from our senior executives to the front line employees. This is one of the best executed technology projects in the company’s history. We had every stakeholder working on their area of the platform; Ticketing, Hotel, Casino, Entertainment, Legal, IT, Marketing, all took time from their day jobs and spent weeks together ensuring everything worked.