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Descriptive analytics

For a casino company, descriptive analytics could include pattern discovery methods such as customer segmentation, i.e., culling through a patron database to understand a patron’s preferred game of choice. Simple cluster segmentation models could divide customers into their preferred choice of games and this information can be given to the marketing department to create lists of baccarat players for a baccarat tournament. Market basket analysis, which utilizes association rules, would also be considered a descriptive analytics procedure. Casinos should use market basket analysis to bundle and offer promotions as well as gain insight into gaming, shopping and purchasing behavior. I will go into full detail on this in chapter three.