Gambling has been with us since ancient times and it is unquestionably here to stay. Although Poseidon, Zeus and Hades may no longer be dividing the world up in a game of dice, flocks of tourist still flood through the gates of Las Vegas´ Caesars, Atlantic City´s Taj Mahal and Macau´s oddly named casino Greek Mythology. In Double Down On Your Data, author Clive Pearson reveals that we have entered a brave new world of gambling and entertainment, a world where casino executives can cull through their casino´s in-house patron data and discover who are their most profitable patrons. Armed with this information, these casino executives can then market to their most valuable patrons in a highly personal way, thereby creating a long and lasting - and usually highly profitable - relationship. Double Down On Your Data teaches casino executives how best to manage their customer relations as today they are faced with a gambler who is much more sophisticated than the ancient Roman soldier...