The book "What Stays in Vegas: The World of Personal Data - Lifeblood of Big Business - and the End of Privacy as We Know It" tells a story that Massachusetts needs to think about as the state flirts with big-time casino gaming.
Adam Tanner, a fellow at Harvard University's Institute for Quantitative Social Science, said gaming casinos have a problem of making them distinct from their competitors.
"You need to attract people into your casino. They don't have the most modern businesses, so what they do is they gather more data about you more cleverly than other businesses do or have traditionally done," he said.
Watch the above video for the complete interview.