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You also have to look at the skill level. While the characteristics they studied are fairly unique to the gaming industry, the authors said there are other business situations in which customers can be identified and targeted based on their specific skills or unusual customer behavior. By targeting those players, can casinos follow up with a more effective direct marketing campaign? Does the customer wager more on slot machines or at the tables? Unique aspects of the casino industry suggest that casino operators should be developing different tools for customer relationship management than, for example, mall operators β€” who analyze how much customers spend on a typical visit to a store and what products they purchased. Additional Reading Marketing Why Consumers Are Willing to Share Personal Information on Smartphones New Wharton research explores why consumers are more willing to share personal information when communicating on a smartphone compared with a computer. You need a model for human beings. Through the use of gaming loyalty cards and other tools, casino executives have the ability to more closely track the performance of individual gamers. Log In or sign up to comment. Beyond that, they also urge additional research on casino promotional activities β€” such as complimentary hotel stays or cash-back awards β€” in order to develop a better sense of how marketing efforts affect high and low revenue gamblers differently. Baoku China is using art to enhance property values as well as enrich the lives of residents and the wider community. Americans spend more money on gaming than on trips to the cinema by a ratio, and more money is lost during a typical casino visit than is spent in an average visit to a mall. In addition, they note that the customized data could help operators as they weigh how to better design their casino floor space to increase revenues, such as the use of environmental cues to encourage gambling or altering the ratio of table games to slot machines. For instance, they noted that better modeling of customer behavior might help hotel managers to more intelligently market the use of mini-bars or business centers, or allow car-rental firms to target extra-cost products like GPS units or satellite radios. In future research, the authors note, they would like to examine more demographic data such as relationship status, home address, profession and education level to gain even more insights into gambling habits. The data suggested, for example, that women devote more of their spending to slot machines than to table games like blackjack, and that men have a higher level of skill at the gaming tables than women. According to Iyengar, the research has implications in other industries. But it is the sheer size of the casino industry in the United States that makes it such a strong candidate for this kind of individualized predictive modeling, more commonly known as database marketing. New Wharton research explores why consumers are more willing to share personal information when communicating on a smartphone compared with a computer. It provided the authors with detailed information β€” gathered through the use of loyalty cards β€” on more than 1, customers who made a total of about 9, casino visits from December through April The gaming company also offered age and gender information for about of those customers.

But gaming customers are very different in one major respect. Hui, a marketing professor at Stern β€” say that the answer is an unqualified yes. How will they allocate their bets casinos information slots and tables? Can casino owners more accurately identify and predict which of their regular customers will lose the most money?

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Iyengar and Eliashberg suggested that more useful information could have been gathered if they had been given more specific demographic data. In addition, the team looked at ways that demographics could provide casino owners with valuable marketing insights. Iyengar and Eliashberg noted that casinos already perform broad mathematical calculations β€” based on aggregate behavior β€” in an effort to predict their overall revenues and profits. The data that researchers examined came from a major U. How often will these customers visit? Jeff McLean, a former Navy fighter pilot, shares lessons that are relevant for business leaders in fast-changing times.