Abstract: A method of analyzing customer relationships in response to promotional efforts is disclosed. The method includes: enabling gaming activity by patrons; providing a server that includes an interaction database that stores interaction data, wherein the interaction data includes gaming activity and patron information; accessing data from the server, using a data retrieval system, based on patron information; defining a promotional group of the patrons; defining a control group of the patrons, wherein the patrons in the promotional group and the patrons in the control group have all engaged in gaming activity; initiating promotional efforts only to the promotional group of the patrons; and enabling retrieval and analysis of data from the interaction database, using a promotional analyzer, related to interactions involving patrons in the promotional group after the promotional efforts.