In a Gartner survey on CIO technology priorities conducted last year, 55 percent of CIOs cited big data and analytics as the technologies they thought were most likely to be disruptive.(1) This trend has continued into 2014 and many businesses, including gaming companies, are looking to information as the next frontier for competitive differentiation. Data has been critical to building market advantage for a long time, but until recently, most gaming companies focused almost exclusively on player value databases to guide differentiation strategies. Organizations no longer have this luxury. Many markets face new competition as more neighboring jurisdictions allow gambling, and the emerging generation of patrons has shown a strong preference for a more diverse experience that includes much less time on the casino floor and more time in upgraded accommodations, spas, show theaters, full service restaurants, poolside, and other attractions.