Which is the Cultural Capital of germany, city well known as being bombed during world war ii. At the time a city coastal partially can really, some of it famous monuments in rubble. During that day i was followed by the secret police. I want to get a quick indication of what the times looked like back then. Heres a picture of the bread store in east berlin in 1980. You see a long line of people trying to get rid. Theres still damage on the building. Theres a lot of the Better Things that workers could have done with their time but if it is a good idea to follow me around on this august day in 1988. This is me taking notes on the street. They took secret photos of me and they followed me around minute by minute try to assess what is up to. Go forward a little bit, this year is the schedule, the outline of a 60 page file just for that day. Heres what it says, for example. At 8 00 the observatiobservati on has become. 85853 8 53 a. M. , 8 55 a. M. Iq that opera. Than going to the antiquity store and so and so forth. They make a log of the day and if you read the file in greater detail than you see what is up to in a lot of detail. Some of it is comical because of wonderment about what it says 10 57 looking at a map. 11 03 asking a passerby for directions. Is clueless moments our interest well. You may say what has aroused the interest of the secret police and one of the most efficient states of the communist world at that time . This is what i was up to. I was writing a trouble guidebook for the Eastern Europe and yugoslavia on 25 a day. The interesting thing about that is even though i had a secret police polymet about during that time, they knew very little about me compared to what corporate interests know about most people in the United States today. Because information gathering in the electronic era, and internet air is much more efficient, easier to gather and thank you letter to one place over time. And a much greater profile. I began to wonder who collects data about us today, what do these people look like . Thats one of the motivations of my book, what stays in vegas. Heres a little test case example. This is someone who gathers the data it gives a person perhaps the most surprising data gatherer ive come across during my research. Can anyone guess who this is . Its usually it usually stems the audience. He is 70 years old and he was once considered a god. Heres the answer. This is jimmy page have led zeppelin. If you go to the site, jimmy page. Com, just use the site, to go beyond this page is asking you for your first name, last in camino address and your date of birth. He wants all of this information just to you can go into jimmy page. Com. That story, if jimmy page and wild rock n roll is gathering data about you, there are few companies that are not. Another story he was referencing before i wanted to tell is the way came to the realization of everyone is affected in different ways and no one is really exempt from the collection of data about them. This is president gerald ford. He died when his working as a correspondent in san francisco. He had been very old and it was expected he would die. The obituary ran a beating because the tie late in the day california time. The next day i thought how can i get Something Else to say about gerald ford, this man whos been out of public eye for such a long time. The interesting what did is to try to find this man, chevy chase, who as an actor 40 years ago on the very first episodes of saturday night live portrayed the president as a bumbler. He would open the show by coming in, stumbling over the desk, falling over and so on creating a humorous routine. Routine. Typically when you want to find a celebrity you call up an agency or a lawyer or publicity person of some kind and takes days or weeks to set up an interview. But when youre working for the wire service, speed is of the essence. I looked into a dossier file, a company specializes in gathering information about people. I looked at his name. I couldnt find them but i found a name for a number for his wife. I called up that number and i said i would like to reach chevy chase. Heres what im doing. She said im not mrs. Chase. Im actually his daughter. Hes with me right now but we are on the top of a mountain in colorado. We are skiing so you will call you back would get to the bottom of the mountain. 30 minutes later the phone right, its chevy chase. You give me an interview about how he met gerald ford and spent time together, what a gracious than the former president was comments on. I run the article and that eating the phone rings again. Chevy chase calls again and he says listen, i was thinking about this. How the hell did you get my daughters cell phone number . Phinney said the following, he said look, im just some guy who made fun of gerald ford in 1976 and i prefer to be left alone, really. At that point i realized celebrities, politicians, sports heroes, ordinary people, everyone are in the basis, data brokers collect, Companies Collect and so on and she cannot be exempt very easily. So i thought of an interesting way to explore this was a world of las vegas. The reason for this is several fold. Firstly because of course las vegas had huge amount of money. The other reason why las vegas is interesting is because very many Public Records are gathered there. Public records are the base of what data brokers use about people. They gather wedding documents, birth, death and other documents. More people are married in vegas than anywhere else. You can think of Elvis Presley and many of the people over time who have been married in las vegas. Those documents become Public Record that anyone can look up and find the address and other details for people. Theres more surveillance cameras in private spaces in las vegas than other places, and some of the most sophisticated Loyalty Programs in terms of gathering data on customers that exist now and will go into that in a little bit of time. Also biggest is that a commonplace around the world. Just this summer i was traveling in istanbul and others wandered through the streets and came across an unusual site. There was a man, a woman in full dress covered from head to foot in traditional muslim style, and there was a man in a tshirt that said nevada las vegas. So even in the different parts, all different cultures las vegas is an emblematic line of this wild world. I wanted to explore the. My way to get into that was to look at caesars in Caesars Palace, the flagship property of the worlds biggest casino company. The man behind Caesars Palace is the seo today, isnt special interesting figure in history of casino bosses. If you think of bugsy siegel and some of the others you may have seen in movies, Lefty Rosenthal portrayed by Robert Deniro in casino, this is a different breed nowadays. Kerry is someone who got his degree at mit and became a junior professor at Harvard Business school. At Harvard Business school, typically the work four days a week. On the fifth day youre allowed to be a consultant to outside companies. He drew attention for the following issue, which is this article calling putting profit changed work are translated that means how to get someone to be a Loyal Customer over time . If you come to my pizzeria today and you buy one slice of pizza, thats worth 1 dollar or two to me. If i knew judy, year after year of a lifetime that may be worth seven or 8000. Lifetime revenue stream of loyalty to him 8000, a cadillac owner, 330,000, and the corporate purchaser of aircraft billions of dollars. How do we do this in the casino world. The problem is the games are in essence exactly the same. The odds are the same each place. I can play craps or slot machine or the roulette wheel in any of the seven casinos. Some have singing gondoliers and dancing found another things. The properties will be different but his concept was to try to build a program that was going to keep you coming back by knowing more about you by gathering more data about you. Back in the olden days, in the Twilight Zone is the only place where a machine could have done anything about you. Theres a 1960s episode called the fever in which a player called the franklin is called by the slot machine and he becomes obsessed and the slot machine called out his name, franklin, franklin. But in todays world the slot machine often does wr and knows a huge amount of information about you. I wanted to step back and take the fish of modern will to programs which are at the heart of a lot of consumer Data Collection in todays world. The image in the background, you see loyalty stamps from, green stamps which and decades before were given out when you would buy things at the supermarket and you might get 100 steps if you want 100 worth of groceries. In a certain amount of time youyouhave enough to get a toar another price. The problem with those programs was a good know you are until the day you showed up and put down your coupon book and said id like my toaster. But the company wanted to know more, who are my valuable fellow customers amongst you all and how do i cater to best . A modernday Airline Loyalty program. American airlines in 1981 introduces the modern Loyalty Program. They tried to track passengers to figure out theres john smith is going every week to london, lets make them special offers so applies only us rather than other airlines. The problem is people using different phone numbers and different addresses. They werent able to properly track people to figure who their best customers were. What they decided, let us offer some reward, points that can be translated to free flights subcontract our best customers. From this idea spread very rapidly almost instantly after American Airlines do this, other airlines followed, and then it spread to hotels, rental cars and other companies. In the casino context, this is the world you know existed with the slot machines. Its interesting how the evolution of brains into slot machines but in the traditional old stuff was just a lover, things were spinning inside. They did know anything. It wasnt an intelligent machine. Then came along the sky, don baker, who is a casino entrepreneur, still living in las vegas today. He is standing in front of some of his current innovations. What he realized one christmas was he was opening a present for his children he was packing some presents for children and amongst them was this speak and spell game which is a primitive early electronic game where you would see a word and spell it out are here and be able to spell it and so. He was startled this game was a 50 or 60 but it was at this kid at the time. He had been trying to build brains that attract people on the slot machine but you have to build for each different machine, so theres a lot of hardware to be installed and its quite expensive. Can i have your attention, please . Testing is included. Please disregard. The testing has been concluded. Thank you and sorry for any inconvenience. So john akers was opening, was packing presents as i mentioned and he became fascinated. How can you do this so cheaper goods its costing three or 400 to build a machine on the side of slot machine. He got out a screwdriver. He opened up the back of this and is quite inspired by what he saw. His children did end up getting one last gift that your buddy up innovate this modern system of intelligence were each slot machine is able to track who is doing what gambling. It was a system today when you ride a casino youll step up to the counter, register your name, address, other personal details about you. Again this is a voluntary thing but if you dont want to join the older programs you dont have to but if you want the freebies that come with it, the free meals, the fragrance, of the benefits, then you will join the program. The overwhelming bulk of people at caesars and other casinos do choose to join the Loyalty Program. Then wherever you go youre going to stick your card into the machine or hand it to the person to if you go to the restaurant to hand him the card and you may save a dollar or two. If you buy tickets because he Jerry Seinfeld doing stand up comedy at Caesars Palace you and in the cart and go register all of these purchases. So they will know everything you do in the public space at caesars if youre using the card. The tracking electronically extends behind the scenes as well. Here are two employees working in casino in cincinnati. But they come in and swipe their cards and maybe swiping at other stations. They are following in the front of the room and in the back of the house as well. The reason you want to join the program as i mentioned is that you want Better Service or better goods and others are getting. Heres a picture of the famous but i didnt Caesars Palace in las vegas. This is a busy holiday weekend, as you can see theres quite a long line to get the allyoucaneat buffett. If you joined the Loyalty Program engine moved up in the theater, you would be able to go to this one, the seven stars elite line to get services. Thats why people join these programs. When you do join though they will know an incredible amount of intimate detail at the time, the very instant you are playing. Heres an example of what a casino manager will know as you are playing. He will have on his cell phone exact details and he will walk up to you. This is, for example, location. This slot machine, player john smith is playing right now. Heres his level, th the tv is n the Loyalty Program. He is a seven star member which is top level, a very important client, to go say hello to. He now has 90,000point which is just a few shy of the time as being at the very top level of the next year as well. Dominant property is north kansas city. He typically spends 212 per night, and theoretically today he shouldve lost 145 because he spent 1450 in the machine which keeps about 10 on average and thus he should lose 145. He has lost 59 today. Hes having a pretty good night giving the statistical odds. The amount of information the casino hosts or manager knows is even more extensive. Heres the second screen. Heres the last time he did visit up here. The less traditional lost five in a 63 but he had a poor evening. He lost 772. This is all determined by the statistical odds of what the slot machine keeping 10 of every gamble since. So knowing all the incredible amount of information allows the host to step up and say good evening, mr. Chose the very glad you were here. Want to welcome you. They talk a little bit. Interestingly when i wandered around with the manager often they were not, players were not completely clear about how much weight they were losing. They would say im down about a hundred, 150. The guy was actually down 500. They didnt exactly know. The other thing could happen is taken see this guy is down 772 the last time. He should have lost that much. Remember in the previous screen as should he typically plays about 200. So you may come up to him and say, id like to give you a free steak dinner. Is an tickets are heres tickets to the comedy show tonight so this person feels very good about the experience despite having had an especially poor evening at the gambling table. What else does the casino . They know what drinks customers prefer. Drinks are not always sure investment in las vegas. This is a special occasion. There are some things the casino does not know and so as i mentioned the casinos pretty much whats happening in the public spaces but it does not know in the private spaces. Heres an actual door that i photographed during my research in las vegas. This is what it says. A little hard to see but i will read it to you. The dress code for this party is naked. If you dont like to party naked, please check out the parties upstairs. Thank you. This is the kind of activity, a while activity of vegas that is indeed staying in vegas. Its not useful for the casinos marketing purposes. But, of course, there is Video Surveillance and vast tracts of the casino. A typical large casino may have 3000 cameras, some have even 4000 or 5000. They are monitoring not only the customers who are coming but also the back of the house as i mentioned. The reason for that is theres lots of opportunity for selfenrichment. You could take a few chips if you worked in the casino if you are counting the money wrong. You could have some steaks commencing. You could not charge for drinks and hope your trip your chips would increase. Theres lots of surveillance on both sides of the camera. Even if you 3000 cameras though you dont have 3000 people watching them. You have a room like this. This is the Las Vegas Strip security guard, one of the five or six to put on duty. They have vast space of monitors that show different points of the casino. Ulysse varies card tables, there is always. For example, heres some entrance points. People come and going down hallways and so on. And in many cases like a lot of the technology, it can be very good or it can be negative depend on how you use it. So, for example, if you gone down, playing a slot machine, left her hand back there, you can exactly which missing you are sitting at, maybe had a trick or two, clouding her experience. They can go back on the tape, followed that, may be some picked up the bag. They can follow the person and then recover the bag for you. Or if you left your ipod or any of the devices, whatever. Oftentimes this kind of surveillance could be used for good but it can also be used for different kinds of purposes beyond casinos. Its also interesting how widespread a lot of this technology has become worldwide. So, for example, this is in sicily. You see a. Theres a sign that says we are watching you. Video surveillance and theres a camera looking this way and that way. Theres not example of that. This is a church also in sicily anand this has here are the ares under Video Surveillance. This could be great because it allows the church to be open at different hours without someone being there all the time but if they read to use this technology to say you have not