Evaluating Gaming Customers Using the LTV Concept

11 February 2002

By Sudhir Kalé

Dyed-in-the-wool marketing executives are in the habit of saying that all their customers are important. All customers are never equally important in any business and the gaming business is no exception. Casino management, by default, deals with customers on the basis of their perceived value to the casino. But how does one objectively prioritize the importance of a particular customer or a customer group? The answer is simple: Look at the lifetime value of a customer. A recent Deloitte Consulting study shows that companies who understand customer value are 60 percent more profitable than those that do not.

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Evaluating Gaming Customers Using the LTV Concept is republished from iGamingNews.com.