Casino database marketing and market segmentation in Las Vegas hotel/casinos

This research is an exploratory study based upon a casino player database, which seeks to examine casino market segment behaviors and to investigate whether any relationships exist between demographics and profitability. It also seeks to establish whether the casino has effectively implemented its complimentary policies and player ratings. The study could not find any statistically significant relationships between demographics and profitability. However, notable patterns were found between these two variables. It also found that the rating system for this casino was inefficient and the players' theoretical win was overrated. A relationship was found between total complimentary expenses and theoretical win, and the relationship was log linear in nature.