In their own words.

I have had the opportunity to work closely with Jay Sarno since 2011, during which our company has enjoyed unprecedented growth. The Resorts World North American footprint now encompasses multiple properties across different gaming jurisdictions. Throughout this growth, Jay's impact on our organization has been transformative.

What sets him apart is not just technical expertise, but an exceptional ability to translate complex data ecosystems into clear, actionable strategies that directly drive business performance. Jay took the time to understand our operational challenges, data architecture, and growth objectives. Rather than offering generic recommendations, he offered up highly tailored solutions—identifying inefficiencies in our data flows, optimizing segmentation logic, and implementing governance practices that significantly improved data quality and usability.

This approach consistently connected tactical execution with strategic outcomes, ensuring that every adjustment contributed to measurable improvements in campaign performance, reporting accuracy, and decision-making speed. Through thoughtful restructuring and advanced modeling techniques, he worked hand in hand with our database team to better understand customer behavior, prioritize high-value opportunities, and allocate resources more effectively. The result not only improved ROI but helped to create a more confident, data-driven culture across the organization.

For me, most important is Jay's personal commitment to the success of our team and our business. With a communication style that is clear, pragmatic, and grounded in real impact, Jay makes collaboration both efficient and productive. He operates as a true partner, not just a consultant—proactive, responsive, and deeply invested in outcomes. Whether navigating tight timelines or unexpected challenges, he consistently demonstrates accountability, adaptability, and a genuine desire to help our team achieve our goals.

Beyond technical delivery, Jay brings a mindset of continuous optimization—constantly evaluating processes, questioning assumptions, and refining strategies to ensure sustained performance gains. That level of ownership and forward-thinking perspective is rare and incredibly valuable. In short, Jay doesn't just improve databases—he helps enhance how organizations think about and leverage data as an asset. The trifecta combination of technical depth, business acumen, and personal dedication makes him an indispensable partner for any organization serious about performance optimization and data-driven growth.

A few months after we had taken over management of Resorts Casino in Atlantic City we needed to find out why our additional customer spending was not driving profitability. JSA was recommended by our CFO as he knew that JSA's ability to dig for the data within our system would allow him to quickly pin-point exactly what the issues were with our database. Within a few weeks, JSA's analysis concluded and proved that while we were driving revenue, we were spending on the wrong customer mix which was killing profits.

During the wrap-up to our first analysis meeting Jay laid out the issues, provided a series of connected solutions and produced a pro-forma of the expected program results. Our team was able to program towards our new target customer mix and implemented many tactics that quickly turned our profits around. Within the first few months of these changes, Resorts recorded its first quarterly operating profit in five years and since then we have been able to continue to repeat our success as well.

Jay helped me change the way we did business. He is a proactive coach with a great knack for communicating with executives and line staff as he enables others to see where they are and how they can reach their goals.

The problem for us at Resorts Casino in Atlantic City, NJ was that we needed to find out why our additional revenue was not driving profitability. While we had a large internal IT staff, I was not getting any reporting on the problems, and I knew that JSA's ability to dig for the data within our system would allow them to quickly pin-point the issues with our database. As a result, in a few weeks during our first analysis meeting Jay showed a very detailed view of our overall database and in particular, the disturbing trend in our database's segmented profit.

While overall we were profitable, one segment JSA specifically pointed out was losing about $4M annually even though we were spending about $5M annually in incentives. Jay described a series of connected solutions and produced a pro-forma of the expected program results. Our team was able to implement the JSA target customer mix and quickly turned our results around. Within the first few months of these changes, the previously poorly targeted segment attained profitability, our other programs kicked-in and Resorts recorded its first quarterly operating profit in five years. Since then we have been able to continue to repeat our success as well.

I have known Jay Sarno since 1993 when we were both at the Sands Casino in Atlantic City, NJ. Some years later, as both pursued other venues, I had the opportunity to call JSA in at my other positions where JSA helped again and again. Using JSA's segmentation and ROI process helps target our most beneficial customers, reduce spending on poorly performing segments and predict future inactive customers so that we can get to them today before they become inactive and essentially lost to our property. He has been an ideal person to bounce ideas off of as well as offering suggestions that had not otherwise thought of. He does this in a quiet manner with a great knack for holding everyone accountable.

JSA worked with our senior management and marketing team at the Isleta Casino, Albuquerque, NM for nearly five years. When they started with us, our direct marketing was not very structured, our revenues were declining from prior years and our percentage of rated play was very low. I had also suspected we were spending inefficiently but the reports from our internal analysis did not help determine where. JSA's initial reports confirmed my suspicions. Our data, when spun into JSA's analysis, pin-pointed many issues but one in particular. We had segments that while we were profitable, were not generating a high return on our incentive spending.

JSA worked with us to rollout a very coordinated process for direct marketing programs that reinvested based on optimum segment targets. As a result, within a couple months of the initial reporting, our programs were up and running. During the subsequent four years, our rated win went from middle 30% to over 50%, we generated 36 months of consecutive accounts, trips and revenue increases while maintaining profitability.

We built a trust level with JSA and when we were re-branding our property, re-launching our club and opening a brand new hotel, we selected JSA to act as overseer for bringing all the external advertising and marketing agencies together. They managed vendors and communication of information to involved parties throughout the course of the project. The re-launch and grand opening were on-time and a great success.

JSA has a mastery of subtle gaming and marketing characteristics that are the difference between success and failure. Their collaborative manner makes for an easy integration with the staff.

I continued to increase our use of JSA year after year because they helped me and our teams succeed in a very competitive market. Do yourself a favor and tap into what JSA knows and then let them help you take action on those concepts.

Cherokee Nation Entertainment (CNE) utilized JSA for five years. During the initial phase, JSA helped us grow from a simple monthly newsletter to every patron to a very comprehensive and targeted direct marketing program. Then JSA migrated us into their analysis process that encompassed all seven properties and corporate benchmarking. Those processes helped us identify our profitability issues which made sure we kept a high degree of profit.

My promotion to General Manager of a brand new facility allowed me to use the JSA programs from day one. They provided details and identified customers by each patron's individual lifecycle which allowed us to implement programs such as Fader and Inactive that helped us reduce attrition from our database. Our performance was much better than budgeted and I was eventually promoted to General Manager for two CNE properties.

These two properties had suffered declining performance, but with JSA's help and brand new management team, we made significant progress and turn results around quickly. JSA stayed on with CNE for five years because solutions they provided made our results better. The best aspect of our relationship was their willingness to transfer knowledge and provide examples from their professional experience. I have not seen this trait in any other group in the industry.

One of the reasons we value JSA's expertise is tied to the depth of detail provided in his reports and the fact that JSA intuitively understands the applications of their analysis. While many consultants can "talk the talk" when it comes to database analysis JSA can "walk the walk" because they have been in the shoes of the casino marketer. JSA has both an expertise and successful track record on the growth and profitability of casino marketing programs. We find his insight invaluable.

Harlow's Casino utilized JSA for four years. During the initial phase, JSA helped us implement a very comprehensive direct marketing program. Then we migrated into a very sophisticated analysis that helped us identify our profitability issues, which made sure we kept a high degree of profit. They provided details and identified customers by each patron's individual lifecycle, which allowed us to implement programs such as Fader and Inactive that helped us reduce attrition from our database.

We had a horrible natural disaster which forced our closing for over a month. JSA was constantly available for us during this time as we navigated dramatic changes that needed to be overcome and eased into re-opening. We kept extending JSA's engagement because the solutions they provided exceeded our expectations. The responsiveness and professionalism from the principals on our account made working with them enjoyable and very educational.

JSA is an excellent asset. The JSA team integrated seamlessly into our work culture and was well accepted by our employees. JSA was also an excellent resource for management.

Throughout my history with JSA, they have shown significant insight on how to reduce spending on poorly performing segments while predicting future inactive customers so that we can target them today before they become lost to our property due to inactivity.