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INDEX
Abine
form-filling plug-in, 268
MaskMe, 264
opt out service, 245–246, 267–268
technologies of privacy tools, 261
Aboutmyinfo.org, 104
AboutTheData.com, 221–223, 267
Abstractors, 47–48
AccuData, 63
Accurint, 267
Acquisti, Alessandro, 260–261
Acres, John, 25–26, 190–191(fig), 222
Acxiom
AboutTheData, 221–223, 267
considers paying users for data, 235
consumers see files, 219–223, 252
as data broker, data appender, 9, 63, 173, 186
favors regulation, 244
sells information to casinos, 90
Adam & Eve adult stores, 228–229
Adblock Plus, 260, 262
Adelson, Sheldon, 216
Adler, Jim, 50, 100
Adobe Flash, 262
Advantage players, 127, 129–130
Advertising on mobile devices, 163, 186–187
African Americans, 76, 88
Agassi, Andre, 245
Ahn, Tony, 135–136
Airline frequent flyer/loyalty programs, 17, 24–25, 38, 213, 232
Alba, Diana, 244–245
Alcohol, 76, 99, 100, 124
Alliance Data, 79
Alliant, 251
AlphaBird, 167–169
Amazon, 35, 71–72, 100, 212, 248
Amazon MYHABIT, 238
American Airlines, 9–10, 17, 24, 162
American Business Information, 82
American Express, 266
American Heart Association, 87
American Name Society, 87, 88
American Student Marketing, 76, 241
America’s Most Wanted TV show, 153
Ancestry.com, 62
Anonymizer.com, 261–263
Anonymous (hacker group), 264
AOL search history data release, 112
Apollo Global Management, 91
Archives.com, 62, 66
ARIA Resort and Casino, 77, 123–124, 125(fig), 133, 135–136
Aristotle, 88
Arizona, 195
Arrest booking photos. See Mug shots
ASL Marketing, 76
Asterisk, 260
AT&T, 81
Atlantic City casinos, 14–16, 31, 175, 185–186, 195, 205, 217
ATMs, 83, 93, 181–182
Auerbach, Dan, 226
Aunt Jemima, 72
Austin, Texas, 108, 140–142, 149, 153–155
Authentic8 Silo, 262
Bacchanal restaurant, 36
Background check websites, 46, 48, 69–74
Bagnall, Andy, 89, 90
Bally’s, 174
Bank of America, 183
Bankruptcy, 6, 117, 129–130, 206
Banks
card-issuing, 183
purchasing personal data, 47, 80
share data from users’ accounts, 234, 266
Beat the Players (Nersesian), 129
Behrman, Clay, 183
Bell, Gordon, 268
Bell, Tom, 246
Bellagio, 17, 37, 77, 133, 197, 200, 209
Bellevue, Washington, 57
Benefits to customers from personal data gathering, 31, 38–39, 171, 176, 249, 253
Bentley University, 102, 239
Berkshire Hathaway, 52
Berlin Wall, 158, 222, 231
The Better Angels of Our Nature (Pinker), 105
Betty Crocker, 72
Big data
helps Caesars, 112, 171–173
potential human rights backlash internationally, 100
power and potential, 214, 238
for segmenting customers, 85–86, 89
Bing, 66
Binion, Benny, 21–22, 32, 33, 195
Black list of excluded gamblers, 127
Blackjack
compared to slot machines, 175
played by Kostel, 36, 37, 172, 197–200
Blackjack card counters from MIT in 1990s, 128–129
Blackphone, 265
Bond, James, 7, 162
Bonds, Barry, 138
Booz Allen Hamilton, 27
Bosnian war, 230–231
Botnet traffic, 168, 169–170
Boushy, John, 11–12
Bravo, Adam, 77
Brierley, Hal, 24–25, 79, 80
Brilliantriches.com, 167
Britain, 7, 99, 174, 243
Brownstein, Peter, 87–88
Browser fingerprinting, 251–252, 261
Buffett, Warren, 52–53, 66
Busted! 140–144, 149–155
Busted! Grid (bustedgrid.com), 153, 154
Busted! In Austin newspaper, 141–142
Bustedmugshots.com, 142, 143–144, 150–151, 222
Cable operators, 65, 83, 113, 175
Caesars Entertainment
purchased by Harrah’s, restructured, 4, 40
cell phone apps, 185–186
debt load, 6, 67, 74, 91, 203–206
direct mail targeting clients, 76–77
policy of no outside data, 40, 210–214
during recession, 94–95, 175
tracks loyalty members’ spending, 174–175, 181
use of personal data, 16–17, 130, 249
See also Total Rewards loyalty program
Caesars Palace
background, 4–5, 36–37
cash handling costs, 183–184
Colosseum, 216
comps top-tier gamblers, 193, 200
customers choose to share personal data, 36, 39, 171–173, 249
Forum Shops, 198–199
high-limit room, 198–199
California State Univers
ity, Monterey Bay, 70
Caller ID, 54, 56–57, 58
Cambridge, Massachusetts, 102
Cameras for public and casino surveillance, 123, 125–127, 132–134, 136, 184, 202
Canada, 99, 131, 173
Cancer, 76, 84, 158, 244
Card counting, 127, 128–130, 134
Card readers for slot machines, 25–26, 190
Carnegie Mellon University, 260
CAS Inc., 84
Case, Steve, 112, 232
Cash, 181–184
Casino movie, 43, 44
Casino Share Intelligence (CSI), 182
Casino staff
explain Total Rewards changes, 179
at opening of Horseshoe Cincinnati, 201–203
surveillance of, 133–134, 183–184
Casinos
cashiers cage, 126, 133, 183–184, 198
change from locally autonomous to centralized, 94–96, 195–196
comps and perks, 193, 197–198, 200
count rooms, 133, 183–184, 202
high-limit rooms, 95, 198–199, 203
surveillance rooms, 123–126, 133, 201
Catalina Marketing, 187
Cato Institute, 242
Celebrity names, 41, 47–48, 67, 245
Cell phones
apps and advertising, 163, 185–188, 265
generate big data, 231–232
numbers, unpublished, 54, 61, 65
Charlotte, North Carolina, 248
Chase, Chevy, 41–42, 46–47
Chase.com, 164
Cheaters. See Thieves casinos want to exclude
Cheez Whiz, 63
Chicago, 44, 45, 47, 174
China/Chinese language, 18, 86, 89, 215
ChinaFlix.com, 164
Church, George, 103–104, 246–247
Clark County Recorder’s office, 47–49, 62–63, 244–245
Claypoole, Ted, 248, 250
Click fraud, 163–170
Clinton, Bill, 82–83
Clinton, Hillary, 3, 82–83
Clooney, George, 36
Cloud-based servers for customer data, 210–211
Cocaine, 107, 145
Cocoon, 262
Cold Stone Creamery, 185
Cole-Schwartz, Michael, 241
Collegeshortcuts.com, 51
Columbia Law School, 260
Commodore Corporation, 81–82
Consumer Federation of America, 260
Consumer protection laws, 242–243, 246. See also Privacy protection methods and strategies
The Control Group (thecontrolgroup.com), 70–71
Control of personal data by consumers, 220–223, 231–235, 240, 253, 259–260
Cook, Tom, 193–196, 217
Cookies (digital), 160–161, 162, 229, 251–252, 261
CoreLogic, 63, 65
Cortés, Hernán, 56
Cosmopolitan Hotel, 197, 200
Costa Rica, 153
CounterMail, 264
Credit cards and credit card companies
advances for gamblers reaching limits, 181
vs. cash, 182–185
companies as Acxiom’s clients, 80, 220
opting out from targeting, 266
payments for mug shot sites, 155
transactions as personal data, 39, 266
Credit header data, 65, 80
Crime Stoppers conference, 154
Criminal records sold to public, 3, 68, 72
Cruise, Tom, 36
Cruise ship voyages, 193, 196–197
Cullen, Todd, 235
Cullotta, Frank, 44–45
Culnan, Mary, 239–240
Customer loyalty, 11, 14–16, 217.
See also Loyalty programs
Danforth, Holly, 34
Daniels, Calvin, 207
Dark Mail Alliance, 264
Data analytics
mastered by Caesars, 10–11, 18
opting out from, 266
strengths and limitations, 203–206, 214–216, 252
Data appenders, 173–174
Data brokers
introduced, 19–20
block consumers from seeing own information, 219–220
buy, rent, from data wholesalers, 62–63, 65
and Caesars’ policy of no outside data, 40, 74
with direct marketing name lists, 76, 83
investigated by FTC, Congress, 72–73, 244
opting out processes, 267
selling medical data, 108, 244
sued for legal violations, 58–60
Data dossiers
of casino customers, 193–200
detailing personal information, 19, 68, 106, 267
information withheld from consumers, 219–223, 252
for marketing and risk mitigation, 80–81
removal processes, 246, 267
Data scientists, 111, 158–159, 163–167
Data Square, 173
Data vaults. See Personal data vaults; Privacy companies
Data wholesalers, 62–65, 222
DataBanker.com, 268
Database mining
origins and described, 77–113
by Caesars, 6, 200
predictive, 158
DatabaseUSA, 83
Datacoup.com, 234
Dating websites, 69–70, 120, 238
Davis, Chad, 228
Davis, Phil, 174
Davis, Sammy, Jr., 21
Dawson-Brown, Claire, 151–152
De Niro, Robert, 43
Dead Souls (Gogol), 84
Dean, Gabriel, 104
Democratic Party, 3, 80
Demographic information
from Acxiom, 80
changed to thwart privacy invasion, 106
used by data appenders, 173–174
of video game and Internet generations, 189
without financial details, 211
Department stores, 78, 113, 132
Desert Inn, 42
Detectives. See Private investigators
Digital Advertising Alliance, 263
Digital Marketing Works, 186
Dion, Celine, 197, 216–217
Direct Marketing Association (DMA), 61, 84–85, 89–90, 173, 251
Direct marketing/direct mail marketing
compared to online ad targeting, 163
opting out, 266
as term, 237–238
uses sophisticated segmenting, 75–77, 84–90
Disconnect.me, 160–161(fig), 262
Discover credit cards, 184
Discrimination based on personal identity, 107–108
Disney World, 219
DNA information shared, 103, 104, 110, 247, 259
Do Not Call Registry, 246, 266
DocuSearch, 69–74
DoNotTrackMe, 262
007.com, 162
DoubleClick, 160
Douglas, Kirk, 47
Downey, Sarah, 245–246, 267
Dowty, Scott, 181–182
Dropbox, 268
Dstillery, 159–167, 170, 248
DuckDuckGo, 264–265
Dunn, JoAnne Monfradi, 251
Dyson, Esther, 226
East Germany, 157–158, 219, 231
eBay, 160, 162
The Electric Horseman movie, 36
Electric Reliability Council of Texas, 140
Electronic Arts, 66
Electronic Frontier Foundation, 226
Electronic Privacy Information Center, 268
Ellis, Brandi, 178
Email, 79, 263–264
Emerge Digital, 169
Epsilon Data Management, 24, 63, 79, 80, 244, 252
Equifax, 63, 266
Eskin, Barbara, 172–173
Ethnic and racial group targeting, 76, 85–90, 102
Ethnic Technologies, 87–89
European Union, 246
Excluded Person List, 127
Experian, 63, 173, 219, 252, 266
Facebook
created, 97�
��98
as ad firm, 160, 162
allows users to download personal data, 254
Instant Checkmate arrest records ad, 72
“likes” suggest personal information, 99–100, 248
privacy levels, 265
reveals personal data clues, 98–99, 134–136, 212–213
Facial identification. See Photo recognition technology
Fair Credit Reporting Act, 59, 73–74
Family Circle, 172
FBI fingerprint and criminal history records, 70, 150
Federal Trade Commission (FTC)
complaints against Instant Checkmate, 72–74
fines Spokeo, 59, 239
scrutinizes data brokers, 85, 244, 246
Fertik, Michael, 226–229, 234, 248
Feuer, Jack, 186
Field, Don, 141
Fifth Street Gaming, 133
FileThis, 234
Fill It browser plug-in, 234, 268
Financial crisis of 2008
changes forecasting models, 175
impact on Caesars, 6, 67, 74, 91–93
impact on Las Vegas, 20
Fine, Randy, 32, 206
Firefox, 262
Flickr, 150
Florida, 17, 47, 63, 73, 83, 138–140, 228
Flynn, Tom, 131
Flynt, Larry, 153
Fonda, Jane, 47
Ford, Gerald, 41–42
Foursquare, 239
Foxwoods Resort Casino, Connecticut, 93
FoxyProxy, 262
France, 7
Fraud, 60, 80. See also Click fraud
FTC. See Federal Trade Commission
Fulloffashion.com, 167
Fulltraffic.net, 168, 169
Fundwiser.com, 167
Future of Privacy Forum, 239
Gamble, Fred, 107
Gambling addiction, 35
Gandolfini, James, 36
Gantt, Leon, 219
Gates, Bill, 98
Gaydar, 100
Geico insurance, 234
GenealogyArchives.com, 61–62
Gerber, Larry, 241
Gibson, Mel, 137–138
Global Cash Access (GCA), 181–183
Gmail, 254, 263–264
Godiva, 173
Gogol, Nikolai, 84
Golden Nugget Casino, 43
Good Housekeeping, 172
Goodman, Oscar, 1–2, 32, 36, 43, 240, 241(fig)
Google
changes user rules, 240
privacy policy, 263
rankings of negative postings, mug shots, 155, 227
as search engine, 70, 264–265
Google ads
settings, 263
AdWords, 54–55
allows users to copy Gmail and calendar data, 254
Instant Checkmate arrest records ads, 72–74
of PeopleSmart, 66
Google Voice, 260
Government agencies selling to data wholesalers, 62–63, 65, 67