I joined Herris Kocibelli and Aaron Raj for a panel at the IAG Academy Summit in Manila. Inside Asian Gaming's Loyalty in Numbers features our discussion of how AI and smart-table data could change the way casinos understand and engage their customers.
Making the data useful
One opportunity I discussed was identifying valuable players who are not yet engaged with a property's loyalty program, then giving staff a reason to start a conversation. More detailed information can help an operator decide whom to approach and how to make that interaction relevant.
Start with the business question
I also raised two practical obstacles: attracting analytical talent and bringing fragmented data together. Buying AI does not resolve either one. Operators need to identify the business problem they want to solve and understand whether the information required to solve it is actually available.
That is the connection to my marketing work: the right offer, to the right person, at the right time, with the right components, terms, and delivery. Better data is valuable when it helps people make those decisions.
Read Kelsey Wilhelm's full article in Inside Asian Gaming for the wider panel discussion.