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Prescriptive analytics can ingest a mixture of structured, unstructured, and semi-structured data, and utilize business rules that can predict what lies ahead, as well as advise how to exploit this predicted future without compromising other priorities.

Stream processing can add an entirely new element to prescriptive analytics as well. Social Media Monitoring and Analytics Social technologies allow individuals to interact with large groups of people at almost any location in the world, at any time of the day, at marginal, if not no cost at all Chui et al.

With advantages like these, it is not surprising that social media has become so widespread that almost one in four people worldwide use it.

It is actually surprising that the figure is so low. Businesses are quickly recognizing the power of social media. Smith and Ze Zook show just how powerful social media marketing can be.

Smith and Zook looked at the target audiences for three different types of marketing platforms—broadcast network, telephone and email network, and social media.

It is the Sarnoff network after David Sarnoff, the broadcasting legend. A hypothetical Sarnoff network with 20 viewers has a score of The network score is simply the number of nodes i.

This model allows everyone in the group to connect with everyone else Smith and Zook, Because any member of the group can contact anyone else in the group, the total number of potential contacts is 20 squared, or Smith and Zook, Obviously, this is a much more powerful communication model than the Sarnoff model as the network score is the node number to the power of 2, which is A good number, but it still pales in comparison to the social network model.

This is the power of social media and it cannot be underestimated. When coupled with mobile, that number can be even greater and, just as importantly, the reach can be lightning fast.

As Figure 3 shows, there are a multitude of use cases for social media listening. In shifting the power away from the corporation and into the hands of the consumer, Web 2.

The voice of the online consumer is now part of the message and consumers are fully vested participants in the conversation Outing, A casino company is only as strong as its weakest customer relationship and mobile and social media are proving to be highly valuable marketing tools because they create a two-way relationship between a company and its consumers.

This dialogue can help a casino property in a myriad of marketing ways, including providing an easy avenue for users to opt-in to company CRM databases.

With a simple TweetDeck feed, a casino can have a real-time feed on its Twitter accounts, utilizing them in ways that could improve CRM, customer intelligence, and, potentially, security.

Allowing users to tweet security issues they might find throughout the property is advantageous because these tweets could include geo-location data.

Hotel reservations could also watch the Twitter feeds for customers wanting to know about room rates. Concertgoers might also want to know what tickets are available for an upcoming concert.

There are a multitude of other ways that a creative casino could utilize Twitter, Weibo and a whole host of other social platforms.

The Customer Journey Pre-Arrival The customer journey starts way before the customer enters the casino. Throughout this customer journey, a data lake can help collect, analyze, visualize and live stream recommendation content.

Clickstream Analysis When a person surfs a website, he or she leaves behind a digital trail. Clickstream analysis is the process of collecting, aggregating, reporting and analyzing the browsing behavior of a web surfer to better understand the intentions of users and their interests in specific content or products on a website.

Clickstream analysis also called clickstream analytics is the process of collecting, analyzing and reporting aggregate data about which pages a website visitor visits—and in what order.

The path the visitor takes though a website is, basically, the clickstream. There are two levels of clickstream analysis, traffic analytics and e-commerce analytics.

E-commerce-based analysis uses clickstream data to determine the effectiveness of a website as a channel-to-market. It is concerned with what pages the browser lingers on, what he or she puts in or takes out of a shopping cart, what items are purchased, whether or not the buyer belongs to a loyalty program and uses a coupon code, as well as his or her preferred methods of payment.

Utilizing clickstream analysis, a casino can help build a Master Marketing Record for each customer in real-time. This allows the casino to test scenarios and options for the website, as well as develop personalized responses for individuals.

The system should include a combination of social listening, analytics, content publication and distribution, and tracking, as well as a strong workflow and rules engine that is geared around strong governance.

All of these applications are built to ultimately feed a Master Marketing Profile—a centralized customer record that pulls in all data based on digital activity that can be identified by a single customer ID.

Even though this personalization comes at a price— privacy—it is a price most consumers seem more than willing to pay if a recognized value is received in return.

To compete in this highly competitive industry, casino companies are recognizing the importance of personalization when it comes to customer interactions.

Mobile and social media channels are some of the best ways to reach these customers. Currently, there is an big disconnect between what companies think they are delivering in terms of personalization and what consumers are experiencing.

Figure 5 lists out the identity-related data sources that can be used for personalization and it is a considerable amount of data that must be culled through, siloed, and understood.

Casinos and integrated resorts must keep this in mind when developing personalization programs. Arrival and Stay Once a customers has arrived in Macau, Las Vegas, Manila, or any casino city, he or she will leave a trial that can be picked up in a multitude of ways, including via social media, geo-fencing applications, facial recognition technology, simply by a check-in at the hotel, or a swipe of a patron card in a slot machine or at a casino table.

Geofencing Applications Today, most smart phones have geofencing capabilities, which are features of a software program that tap into GPS or RFID technology to define geographical boundaries.

The massive size of some IR exhibition halls can make finding a particular booth or floor section a daunting proposition. Indoor mobile communication technology with location awareness technology can help conference-goers navigate a vast conference floor Giaglis et al.

Also, before arriving at a conference, a mobile user would be able to register his personal preferences and, once he enters the exhibition hall, a route map would be sent to his or her mobile phone.

Facial Recognition Rapid advancements in facial-recognition technology have reached the point where a single face can be compared against 36 million others in just one second.

A system made by Hitachi Kokusai Electric and reported by DigInfo TV shown at a security trade show recently was able to achieve this blazing speed by not wasting time on image processing—it takes visual data directly from the camera to compare the face in real time.

The software also groups faces with similar features, so it's able to narrow down the field very quickly. By , more than 2. A Pokemon Go! Mobile advertising Successful mobile advertising requires three things—reach, purity and analytics.

Because of the unique nature of the mobile user, marketers now have much more powerful—and effective—ways to measure the success of their advertising campaigns as well.

By assigning a digital fingerprint to a particular mobile user, casinos can know in real-time exactly what that user is clicking on.

This would be a great starting point for a personal profile that could then be augmented with patron gambling and on property purchasing behavior.

This is a new landscape, a landscape in which casino marketers are no longer in complete control of the message, and it is a world that must be embraced and not feared.

Mobile advertising can revolutionize the way casinos connect with their customers. Descriptive analytical functionalities can then provide a deeper understanding of the customer journey.

This helps users better understand the characteristics of their data and is often used to help target further analytics. Column dependencies can highlight relationships between job title and purchase amount, age, location and product selection, transaction type and frequency.

Decision trees can be built to automatically help users understand what combination of data attributes result in a desired outcome.

This is useful in increasing client engagement, recommending more relevant choices and increasing customer satisfaction.

For example, recommendations can predict interest in casino games, products, hotel rooms, and services. Retail Edge Analytics Brick-and-mortar stores are looking for any competitive advantage they can get over web-based retailers, and near-instant edge analytics—where sales data, images, coupons used, traffic patterns, and videos are created—provides unprecedented insights into consumer behavior.

This intelligence can help a retailer better target merchandise, sales, and promotions and help redesign store layouts and product placement to improve the customer experience.

As Integrated Resorts have become massive shopping malls, this is a service that the IR can offer to its retail clients. Social Commerce The B2C marketing cloud company Emarsys believes that social commerce will soon become a mainstay channel for consumers.

And why not? It makes complete sense to simplify the purchasing process and Facebook is already jumping into the fray as a new service inside Facebook Messenger allows users to readily swap money with others.

A recent Marketing Week article entitled Social commerce: How willing are consumers to buy through social media? Snapchat could also be an interesting platform to sell out last minute hotel rooms.

Departure Once the patron leaves the property, the marketing cycle begins anew. RFM models can project the time at which a patron is likely to return and social media should be checked for any comments, likes or uploads.

As facilities and assets become more IT-like—instrumented, intelligent and interconnected—the convergence of physical and digital infrastructures makes their management increasingly complex.

To take advantage of the opportunity to transform facilities and asset management, organizations need analytics capabilities that can identify operating anomalies in real time, as well as predict outcomes and deliver optimization models.

Organizations need analytics solutions that can extract meaning from huge volumes of data to help improve decision making, handle wide varieties of data and data sources from within and outside the enterprise, and keep up with the rapid velocity of data in motion.

With such solutions, they can achieve benefits ranging from increased revenue to lowered operating expenses, enhanced service availability and reduced risk.

The following technology will produce data that could be included in a data lake that will help optimize a casino or integrated resort.

Research has shown that overlaying 3D instructions over a real-life process can reduce the error rate for an assembly task by 82 percent, with a particularly strong impact on cumulative errors due to previous assembly mistakes Deloitte, This may not work on the casino floor, where hosts, dealers and pit bosses have to interact with patrons, but it certainly can be useful in physical plant and property management departments.

This helps not only the shopper but also the retailer because it will know the exact positions of their customers at all times, which can help with workforce allocation and shelf replenishment Giaglis et al.

With some casinos today being massive integrated resorts, indoor location-based services can help patrons navigate through an enormous property to the specific slot machine they might want to play.

With location-aware technology, casinos can easily create personal guided tours for visitors. Data captured on the gaming floor by systems like Angel Eye and video analytics programs can be used to access not only the table games minimum hand prices, but it can also be utilized to understand employee productivity.

Game pace statistic dashboards can easily be created to understand dealer speed so that the casino can know which dealers are the most productive and which might need additional training.

Alerts can be set up so that pit bosses can understand who is on course to meet daily and monthly targets as well as who is lagging.

Real-time processing systems can also help hosts and hostess keep up-to-the minute records to keep track of complimentaries that they hand out to customers.

This enables the most effective and strategic outcomes with regards to risk management, customer engagement, and marketing. It is not an either-or question—Data Lake vs.

Data lakes are also one of the best ways for casino operators to gain the in-depth understanding of a patron that is needed to deliver personalization marketing.

They want offers that they have previously shown a preference for to be delivered on the channels they prefer, when and where they want it. Short of this, casino companies will probably see their customers headed to a competitor, a company that has made the investment in personnel and resources to deliver this kind of actionable intelligence.

References Chui, M. The social economy: Unlocking value and productivity through social technologies. McKinsey Global Institute.

Pushing the industry to learn how to count. NY Times. Retrieved from Gartner. Gartner believes augmented reality will become an important workplace tool.

Giaglis, G. Bled, Solvenia. Henschen, D. Retrieved from informationweek. Jones, Andrew , December Retrieved from J.

Macy, Beverly, Thompson, Teri New York: McGraw Hill, Melville, P. Retrieved from citeseerx. A Simple Explanation of 'the Internet of Things'.

Retrieved from Forbes. Outing, S. Enabling the Social Company. Enthusiast Group. Retrieved from Steveouting. PWC Data lakes and the promise of unsiloed data.

Social Media Analytics. Retrieved from techtarget. Sharma, C. Sharma, R. The Economics of Delivering. Journal of Media Business Studies, Smith, P.

Kogan Page. Geofencing definition. Stodder, D. Customer Analytics in the Age of Social Media. Wähner, Kai , September Woods, D.

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