Marcus Tewksbury

Heather Fletcher is senior content editor with Target Marketing.

Las Vegas-based Caesars Entertainment Corporation may never say "Et tu, Brute?" to its data. Betrayal may never happen because the gambling empire exemplifies how direct marketers can grasp customers' multichannel touch points with predictive analytics and spin single views of the customers into gold, says Jeff Zabin, research director at Evanston, Ill.-based research firm Gleanster.

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