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A Third Option for Casino Big Data

Casino operators gain valuable player insight, and potential new revenue source, by recognizing, utilizing and partnering with third-party customer data sources

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.

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Andrew Cardno & Dr. Ralph Thomas

Andrew Cardno, CTO and founder of VizExplorer, is an internationally acclaimed thought leader in the field of data visualization, advanced analytics and big data. A prolific inventor with more than 60 patent applications, he has published more than 100 industry and academic articles, and is co-author of the 2012 book The Math that Gaming Made. Dr. Ralph Thomas is chief data scientist and general manager gaming division for VizExplorer, a San Diego, Calif.-based provider of software that makes life easier, more productive and more profitable for casino operators.

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