Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Marketing/3902/The-Evolution-of-Customer-Analytics--Marketing-in-the-Gaming-Industry--Continued.html http://www.evancarmichael.com/Marketing/3902/The-Evolution-of-Customer-Analytics--Marketing-in-the-Gaming-Industry--Continued.html My first article provided an introduction to the evolution of analytics in the Gaming Industry. Casinos operaing at or above stage three are experiencing real competitive advantage. This article describes stages three thru five in detail. http://www.evancarmichael.com/Marketing/3902/The-Evolution-of-Customer-Analytics--Marketing-in-the-Gaming-Industry.html http://www.evancarmichael.com/Marketing/3902/The-Evolution-of-Customer-Analytics--Marketing-in-the-Gaming-Industry.html Leading casinos create competitive advantage by integrating predictive analytics into their marketing processes and business systems. Predictive Analytics allows casinos to accurately predict the future behavior and value of their customers to drive intelligent marketing and sales activities. Today, leading casinos are going even farther by utilizing new data and optimization techniques to increase marketing ROI and customer loyalty. http://www.evancarmichael.com/Marketing/3902/RFM--Recession-Proof-Your-Marketing-Spend-Today.html http://www.evancarmichael.com/Marketing/3902/RFM--Recession-Proof-Your-Marketing-Spend-Today.html RFM stands for Recency, Frequency and Monetary Value. It has been used by direct marketers for over 40 years as a segmentation tool to increase marketing ROI. The basic premise of RFM is that customers who have purchased more recently, more frequently and have spent more with your company are your best prospects for future direct marketing campaigns. Like data mining/response modeling, the goal of RFM is to increase marketing ROI by communicating (via direct mail, call center, etc.) only with customers that are likely to respond. Done well, you increase your ROI as you attain almost the same number of sales by contacting only a fraction of your customer base. This is a fullproof method to increase sales while decreasing marketing spend in a bad economy.