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Stephen R. Marshall to speak at the Casino Marketing & Technology Conference at Paris in Las Vegas on Wednesday, July 13 at 4:15pm

“Trust the data,” is a mantra that more and more marketers are encouraged to embrace, but that could be putting the cart before the horse. Marketers need not just the necessary tools and skill sets, but an organization that consistently supports decision-making that is based on empirical data.

Topics to be addressed at this session will include:

* The technological and human capital investments that support a data-driven marketing culture

* Top management’s role

* How customers react to changes in how they are evaluated

* What marketing departments need to do to stay data-driven once they have taken the necessary first steps