Like many industries, if you are in the casino or hospitality space, your customer data is entering your business through a growing variety of channels. In addition to your casino and property management platforms, your organization most likely has a CRM, multiple social media channels, on-prem POS systems, a marketing automation platform (email, SMS, push), a variety of websites and apps (brand, online gaming, e-commerce, hotel booking, loyalty), and so on. Collecting data from these different sources in a standardized manner can be quite challenging. Messy, unstructured data can cause inaccurate analytics which can negatively impact how you communicate and market to your customers.