How analytical CRM is touching the casino business – Part 1

The application of analytics to the gaming industry is not new; some of the most advanced analytics I have seen has been carried out in casinos. What has changed is the application of these analytics to customer management and the richness of the data that is now available to support these activities. In the past, casinos focused on gaming behavioral data, usually collected through the use of gaming-based loyalty schemes. But as casinos evolve into resorts with hotels, retail malls, food and beverage outlets, and major entertainment locations, the richness of data is exploding. The issue now is that of how one collects, integrates and uses this customer data. This article, part one of two in a series, explores some of the issues that need to be addressed if casinos are to leverage the valuable asset that is the data that they have on their customers, or patrons, as the industry likes to call them.