Analysing customer data: keeping a location’s heart beating.
ON the face of things, a location’s most important asset is its attractions. Of course, it wouldn’t be much good without them, but there is much more to the long-term success of a site than simply filling it with games and watching the money rolling in.
Behind the glitz and the glamour of the games floor, there are cogs whirring in the form of customer relationship management, data capture and marketing technology, all geared towards the analysis of the customer and ensuring their return. Used in tandem, this technology can gather data and then use it to personalise the guest’s experience.
Read the full article in the March issue of InterGame
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