Three Steps to World-Class Player Development

Three Steps to World-Class Player Development
by Stephen Marshall
Published January 30, 2014

In my role as a senior vice president with the Fine Point Group, I have the pleasure of interacting with tribal and commercial casino marketing departments in gaming jurisdictions across the country, and, literally, around the world. When meeting with a client’s marketing team, it’s always exciting to hear about how they want to use data to be more efficient with customer reinvestment, or to be more targeted with direct marketing and to conduct analysis of marketing programs to make ongoing incremental improvements.

Certainly these are all good and productive ways to use data to improve a casino’s bottom line; however, player development is rarely mentioned in these discussions. This omission has always puzzled me, because casino hosts, at least theoretically, manage the relationships of the casino’s most valuable customers.

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