A casino is a world of excitement, music, people and money. It’s where champagne glasses clink and gamblers rub shoulders, creating an intoxicating atmosphere that even the most jaded person can’t help but feel drawn into. With a little bit of luck, they’ll walk away with some money in their pockets and a new appreciation for the concept of chance.

The modern casino is like an indoor amusement park for adults, with entertainment options such as musical shows and lighted fountains bringing in the crowds. But it’s the games of chance that bring in the billions of dollars in profits casinos rake in every year. Slot machines, roulette, keno, craps and blackjack provide the thrills that drive people through those massive doors and make casinos such a magnet for visitors from around the world.

While there is a lot of fun to be had in a casino, it’s also a place where crooks and cheaters thrive. Something about the money and the potential for winning big makes some people want to steal, scam or cheat their way into a jackpot, making casinos spend a great deal of time, effort and money on security.

Despite the high stakes, many casinos are run by good folks who care about their customers. In order to keep their businesses thriving, they need to understand the trends shaping their audiences’ behavior. Demographic information is helpful, but it’s not enough. For example, a group of women in their late 20s or early 30s may all be college-educated, high-income professionals, but that doesn’t tell you much about why they visit casinos.