When you walk into a casino today, with every slot machine pull and roll of the dice, owners are collecting more data points in what is already one of the richest environments for tracking customer behavior. By analyzing these treasure troves of customer data, casinos can knowledgeably deliver a personalized experience to each and every customer.

It wasn’t always this way though. Before the advent of loyalty programs, the average player came and went with barely a free gin and tonic to show for the visit. There was value being left, quite literally, on the table.

So how did Caesars Entertainment go from an enterprise where operating decisions were based on intuition and experience to one built on data, analytics, and experimentation?

More