$4$a$.$Opportunity$-$based segmentation$$ is a different way of focusing on the value of a customer to a company and specifically in the $$entertainment$/$gambling$$ context. $($i$)$ What was the prior way of evaluating the customer$$s value other than $$Opportunity$-$based segmentation$$ at Harrah? $($ii$)$ Why was it used before the new approach?

$4$b$.($i$)$ List what are the $3$ newly uncovered opportunities as a result of $$Opportunity$-$based segmentation$.($ii$)$ What would be fundamental difference of these $3$ from the past approach? $($iii$)$ Why these could provide greater revenue and profit potential? Use Graphic B as a starting point.