“The challenge of handling large volumes of data in a casino”

Cardno supported in “Social Networks: the new challenge for casino marketing”, the previous conference, to start his speech and remark the large volumes of data generated by Facebook, Google+ and Twitter and the importance of reading them correctly and make the most of them, on top of taking advantage of other traditional metrics to which operators appeal. “Data must not be confused with information. Sometimes a lot of information generates noise. But if data is well understood, a lot of things can be performed,” he highlighted.

He divided his speech in five concepts: the era of interactions; how to turn data into images; “war court”, customer preference and achieve purchases and actions. Cardno compared the experience of gambling in a casino with which the guest lives in a restaurant or the spectatpr at the cinema: “I think we have to consider the casino as restaurants and cinema are. The key is there.” Then he added: “People have to focus on the experience and not in the money.”

He pointed that, thanks to a social network such as Facebook, you have access to data belonging to the processes previous and post transaction, and that the operators can use this platform to see in which part of the casino people spend most of their time. “The interesting thing to analyze is interaction. When one starts to see the data related to interaction, the business change,” he assured.

With almost 20 years of experience in the sector, Cardno has been awarded with two Smithsonian Awards and was also three times winner of The Casino Journal awards to the "Most innovative gaming product”.

He invented more than 60 patents, published more than 40 articles related to the industry and is co-author of a book. He has brought consulting services for the gaming sector, to companies and international chains such as Trump Entertainment Resort, Harrah's Entertainment, IGT and Penn National Gaming, among others.