Doyle, Shaun. “How analytical CRM is touching he casino business – Part 1.” Journal of Database Marketing & Customer Strategy Management 16.3 (2009): 215-219. Computer Source. EBSCO. Web. 13 Apr. 2011.
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In this article, Shaun Doyle discusses the application of analytics to the gaming industry. He says that the traditional methods of gambling are changing, and that like so many other areas of our culture, gambling will be more influenced by technology. Doyle says that he has worked on analytical customer relationship management projects in casinos and resort. He believes that because of competition and customer expectations, the gaming industry is going to be forced to evolve more products and services to its customers. His article supports the idea that casino managers should choose the kinds of technology that on-the-fly wagering use to keep up with customer demands. The article discusses gaming and non-gaming data available in new casino resorts. This data helps the managers understand patron behavior. Doyle’s point of view is that the new technology will be the future of gambling.
His article is primarily about collecting data on the casino’s customers, but the information that he as gathered can support the proposition that the customers, particularly the younger ones, are ready to enter a new phase in the gaming industry. The CRM studies that Doyle and others have made can help casino managers know what their customers want and fit the kind of software that they need to their particular clientele. Information from this article will help the managers of the casinos better understand the type of person who would most likely use a hand-held electronic device to make bets during a ball game or a horse race. The information will also help the reader of this research project to form an opinion as to whether or not casino managers should choose the technology of on-the-fly wagering to be the future of gambling.
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