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What Stays in Vegas by Adam Tanner

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15

New Frontiers in Customer Data

Following the Money

For all the transactional data Caesars capture, they do not know what might be the most valuable personal data of all: how much customers spend in rival casinos. Like a jealous lover peering into the bedroom of an unfaithful partner, they would love to know what is happening when the client is out of sight. At first glance, it might seem unlikely that casinos could find out what people do away from their establishments. But in recent years they have been able to buy information showing how much money clients obtain in other casinos through credit and debit card cash advances and check cashing.

Data on what gamblers do elsewhere are hard to come by, and especially valuable, because casinos ...

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