Casinos are thrilling places where people can let loose and play games ranging from poker to roulette. The flashy decor, the energetic music, and the possibility of a jackpot make casinos desirable for people looking for a rush. But despite the thrills, there is something about gambling that encourages cheating and scamming rather than simply betting on pure luck. As a result, casinos spend a lot of time and money on security.

It’s not enough to rely on demographic data to understand your audience, and it certainly isn’t sufficient to drive customer experience or marketing decisions. For example, if you know that a particular group of women visit your casino frequently, but you don’t have information about their individual pain points or motivations, it can be difficult to tailor your marketing to their needs. These women may be business travelers with an hour to kill between meetings or a college-educated, young professional specializing in social media management, but they could just as easily be visiting on a family vacation or celebrating a friend’s bachelorette party.

In a time when violent and profane crime was back in fashion thanks to Quentin Tarantino’s Boogie Nights, Scorsese’s Casino offered an unapologetic vision of the ’70s underworld that resonated with audiences. While the film did feature a star turn from Robert De Niro, it was Sharon Stone’s performance as Ginger that spiked the energy. She radiated cool confidence and seductive allure. Her ability to hold and lead the camera’s gaze drew upon her earlier success in Basic Instinct, while also subverting it.