One of the parts of my job that most interests me is casino marketing. It has to do with giving the right offer to the right player at the right time. We determine what "right" is through analytics.
The way that most casinos, and honestly many other companies, have been thinking about marketing for the last 20 years or so is to determine different segments and market different things to them. But as segmentation shifted to microsegmentation, the `CASE WHEN` statements grew the segmentation trees into monstrosities.
Segmentation logic
When every exception becomes another branch
CASE
Market
Spend
Trips
Game
Theo
Host
A
B
C
D
E
F
G
H
Mon
Tue
Wed
Thu
Fri
Sat
Sun
VIP
Slot
Table
New
Risk
Local
Away
Event
Comp
But now, with the power of AI, we can take what we learn from the masses and the segments and tag it back to individuals. This personalization at scale is what I think marketing has to gain from the advent of AI.
The personalization can come for the individual across various dimensions of the offer:
- The amount
- The composition
- The terms and conditions
- When the offer is delivered
- How the offer is delivered
Each of these elements can be tailored to the individual in some way, and that personalization stands to be supercharged by AI.