2. Using the information in the MGM Players Club dataset, discuss the differences in the various segments of players at the MGM Grand. Some hints for potential analyses: a. Begin by

classifying customers according to their attractiveness from a static point of view (current profitability). Measure the concentration of profits. b. Look at some aspects of behavior of the different groups (Note: to achieve consistency in the class discussion, please use as cut-off points total theoretical win of $500, $10,000 and 1,000): i. Number of trips ii. Trip length iii. Whether they play in tables or slots iv. Loyalty to a certain property c. Expand your study by measuring attractiveness from a dynamic point of view (current and future profitability). The three-year span of the databases is insufficient for a rigorous lifetime value analysis but adequate for a discussion of basic concepts and tools used to assess customer attractiveness. For instance, what player characteristics in 2002 increase the likelihood that a player will come back in 2004?