As consumers, we’ve defined the financial services industry by the different products offered to us. For example, we may work with one bank for our mortgage needs and another for our checking and a third for our savings and financial planning.
For the past 20-plus years, casinos have been at the forefront of using first-party behavioral data to drive intelligent segmentation and targeting. Now, it’s time to apply that same innovation to leverage third-party data, as well. Casino marketers have been trained to believe that “External appended data doesn’t predict gaming behavior.” But when it comes down to it, that's not entirely true anymore.