Caesar’s and other casino marketers pioneered many database market techniques in the 1990s based on behavioral data collected inside their four walls. However, in today’s world companies can complement this CRM first perspective with new and innovative sources of information. This presentation will look at how new data sources and new technologies have changed the information landscape. Specifically, it will examine how companies can use payments data analytics (using a casino industry example) to understand their market position and use digital marketing analytics warehouse techniques to act more quickly and decisively to improve ROI.