Building a consistent customer relationship in order to optimize marketing efforts is one way to have a continuous growth for many companies. Using a real-world case study in the gaming industry, this session will present on how to determine the patrons who are likely to stop visiting the casino. The analytics to be introduced in this session will enable companies to identify specific patrons at risk of attrition and more effectively target them at an earlier point before they become inactive. This in turn will help marketing managers increase response rates and revenues while reducing churn. These learning outcomes can be applied to other industries beyond the gaming industry.
Eunju Suh, PhD
Associate Professor of Hospitality Management
Florida International University
Advanced Analytics Solution Architect