Casinos management programs that main manufacturers (such as IGT, Konami, Win Systems, Bally, Advansys, Sielcon, Novomatic, Octavian, Lansa, Reno, Table Trac, Axes, etc) have, to a greater or lesser extent, marketing modules.
The database that contains the clients with a loyalty card, produces a lot of data which, however, the marketing department does not know how to use. In other instances, only a percentage of the clients use these cards and tracking methods must be implemented to find the rest.