RADAR3 is a process that focuses management on the key elements of their business. While the process can be utilized in any industry and applied to any division or functional area, we will focus on casino marketing.
R.A.D.A.R.3 stands for:
- REPORT
- ANALYZE
- DECIDE
- ACT
- RESULTS/REWARDS/REPEAT
The most important concept to remember is that the process is circular and ongoing.
Reporting on your marketing efforts is the beginning not the end of a process. Reports constitute consolidated data, which provides the reader with summary information. Reports are not nearly granular enough to make informed decisions.
Analysis is a breakdown of data by: lifecycle, geography, player game preference, and worth. From there we need to monitor accounts, visits and revenue contribution in order to have a thorough understanding of the database. Once we know the segments producing additional accounts, visits and revenue, we can begin to consider tactical level changes to our marketing programs.
Marketing decisions are only effective when they are based on facts. We get our facts from very granular analyses, and even bright experienced people cannot make effective decisions about marketing programs without quality information. Continuing on with the process, decisions are wonderful but they will be inconsequential without action.
Action relates directly to the execution of a marketing program. You can make great decisions on very detailed information and still not gain improvements if your actions are lacking in execution. Processes need to be refined and have checks and balances in place. Poor execution will render outstanding analyses and carefully thought out decisions useless or even counter productive.
Results are ultimately the determinate of how well we have worked through the report, analyze, decide, act process. If we see improved results, then the process is working. Results should be measured against pre-established benchmarks such as prior period or a budget. RADAR3 is not intended to be a one time process that takes a situation from its current state to perfection. In fact, it is just the opposite. We use the process continuously. The assumption is that we can always make small improvements.
There are two alternatives to Results, which are explained below.
In many organizations, improved results lead to rewards. Those rewards may include capital projects that improve the workplace, contributions to the community at large or bonuses to those responsible for the process. Rewards are motivators that keep people engaged in the process.
The final "R" is perhaps the most important. Repeating the process continuously is without a doubt the most critical concept the reader can take away from this article. Management cannot ever become comfortable their marketing programs have been optimized. The economy, competitive pressures, staff turnover and a whole host of other factors can impact a property's marketing programs. Continuously applying the RADAR3 process ensures management is making the small adjustments necessary in an ever changing environment.
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