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Argosy Gaming Company is the owner and operator of six riverboat gambling casinos and hotels in the United States. Argosy has developed a centralized enterprise data warehouse to capture the data generated at each property. As part of this effort, Argosy selected an extract-transform-load (ETL) tool to gather and integrate the data from six different operational databases to create its data warehouse.
The plan is to use the data to help Argosy management make quicker, well-informed decisions based on patrons’ behaviors, purchases, and preferences. Argosy hopes to pack more entertainment value into each patron’s visit by better understanding their gambling preferences and favorite services. The data will also be used to develop targeted direct mail campaigns, customize offers for specific customer segments, and adapt programs for individual casinos.
What types of useful data will Argosy be able to draw from the information about their customers that will help them increase revenues?
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