1. A method of analyzing customer relationships in response to promotional efforts, the method comprising: providing a wagering service at a gaming facility in which a number of gaming machines are positioned at a common venue that enables gaming activity between patrons and the gaming facility; providing a server that includes an interaction database that stores interaction data, wherein the interaction data includes gaming activity and patron information; accessing data from the server, using a data retrieval system, based on patron information that includes personal characteristics; defining a promotional group of the patrons stored in the interaction database to which promotional efforts are directed, wherein the promotional group of patrons is defined using the personal characteristics of the patrons; defining a control group of the patrons stored in the interaction database to which promotional efforts are not directed, wherein the control group of patrons is defined using the personal characteristics of the patrons, wherein the patrons in the promotional group and the patrons in the control group have all engaged in gaming activity with the gaming facility; initiating promotional efforts only to the promotional group of the patrons, which enables the control group to be useful in assessing effectiveness of the promotional efforts; enabling retrieval and analysis of data from the interaction database, using a promotional analyzer, related to gaming activity involving patrons in the promotional group after the promotional efforts; and presenting a representation of the retrieved interaction data using a display.