Using data to drive business performance and build patron loyalty is a hot topic across nearly every industry.  In the gaming sector, we’re universally skilled at collecting and analyzing data and then formalizing tier-based rewards systems based on that data. Although this proven approach adds value, it leaves much untapped potential.  Panelists will explore methods and technologies that make casino floor data more actionable and impactful. Picture this: instead of a “Thank you” email 48-hours after leaving a property visit, how about an immediate text with offer after carding out of a machine? A big jackpot hits on property, triggering an auto-populated social media post. Next-generation casino management system technologies, such as IGT ADVANTAGE X monitor real-time events and keep track of historical events to provide a 360 view of the player, and unlocking the next era of system performance and marketing potential.