Before social media, it was possible for an operator to own nearly all the data associated with the casino-player relationship.
That was because most of this information originated from casino-centric systems such as player tracking, hotel management, point-of-sales (POS) and even valet parking services. In most cases, the software from which customer data was extracted ran on property and remained in the sole ownership of the property.
For better or worse, this is not the case today—casino customers now often interact with systems that are owned by third parties, which completely changes the picture. For example, let’s consider a sample customer called Kathy and her journey to and from a casino property. On the way to the casino, Kathy interacts with online mapping systems, social media (including yelp reviews), and even purchases show tickets through a third party booking agency.
Read the full article at casinojournal.com