The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience

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CHAPTER12

The Role of Research

While my primary focus has been to create environments where sophisticated database analysis can be utilized to gain insights that can be used to develop creative solutions to improve marketing, operations, and the customer experience, I have always been a believer that research is an important complement to database analytics. Both quantitative and qualitative research can be used to validate and refine ideas for change and to help with internal syndication to overcome resistance by representing the voice of the ...

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