Caesars Entertainment presentation for Chicago AMA CRM Event
-
Upload
chicago-ama -
Category
Business
-
view
743 -
download
4
Transcript of Caesars Entertainment presentation for Chicago AMA CRM Event
Big Data… Fueling
Entertainment ExperiencesChicago AMA Presentation
FEBRUARY.2013
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
STEALING SHARE FROM COMPETITORS
LEADING IN MARKETING INNOVATION
INCREASING CUSTOMER LOYALTY
GROWING MARGINS
The Future of Marketing…
From now on, all of these require mastery of the disciplines and technologies collectively known as
BIG DATA
1
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
2
Big Data will be required to win in any category… and
failure to master Big Data could make a company irrelevant
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
What is “Big Data”?
VOLUME VELOCITY VARIETY
3
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
Why haven’t we acted on Big Data in the past?
♦ Website browsing data
♦ What you eat atthe restaurant
♦ How much time in advance you book your rooms
WHY?
Lack of Intuition?
Insight?
Commitment?
Diligence?
DATA WE’VECOLLECTED BUT NOT ACTED ON IN THE PAST…
4
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
Map Reduce
Hundreds of New Tools
Emergence of Realtime
Hadoop (HDFS)
HISTORICAL CHALLENGES NEW SOLUTIONS
STORAGE SPACE
PROCESSING POWER
ANALYTICAL METHODS
TIMELINESS OF ANALYTICAL RESULTS
5
New solutions overcome historical challenges
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
6
Caesars’ Total Rewards is the gaming industry’s biggest
and best loyalty program, and an enabler of Big Data
Members
45MM members
RewardsMore ways to earn and redeem than any other program
Properties
nearly 40 properties in
20 markets
ExperiencesExclusive access to unparalleled entertainment experiences
Brands
Over 20 premiere brands
OVERVIEW OF TOTAL REWARDS
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
7
Total Rewards allows us to understand our customers’
preferences as well as their value to our businessIMPACTS ON TRACKED PLAY
Rated (tracked) revenuePercent of gaming revenue
8182828279
7673
58
85100
80
60
40
20
0
201220112010200920082007200620052004
More than $4 of every $5 played in one of our properties is associated with a Total Rewards account
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
Leisure Activities
Dining
Gaming
WebTravel
8
Through Total Rewards, Caesars can understand and
react to every element of the guest’s experienceHOLISTIC VIEW OF THE GUEST EXPERIENCE
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
Big Data also enables much more intelligent pricing of
limited inventory
9
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
A Hadoop-powered environment builds guest-specific
predictive models to measure engagement
I L LUSTRAT ION:T R E N D - Z O N E M O VE M E N T O F A F L A G G E D D E C L I N E R
PER
FO
RM
AN
CE O
F A
FLA
GG
ED
DEC
LIN
ER
280
260
240
220
200
180
160
140
120
FLAGGING PERIOD
Zonedrop alert
10
Zone A’
Zone B’
Zone C’
Centerline
Zone C
Zone B
Zone A
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
Slot handle-pull data can be used for realtime marketing
DISENGAGEMENT TRIGGER
11
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
Surveillance footage can be used to optimize guest
experience through staffing, merchandising or via mobile
12
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
13
These guest-facing enhancements enable Caesars to earn
much more than our “fair share” within key markets…IMPACTS ON SHARE OF SPEND
“Fair share”100%
Las Vegas
Atlantic City
134% 140%
230%
144%136%
Southern Indiana
Bossier City
Tunica Hammond
123%
158%
Kansas City
113%
Metropolis
115%
Atlantic City
120%
Las Vegas
Market share analysis of key markets
Actual versus “fair share” revenue
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
… and to deliver significant benefits to businesses that
participate in our Total Rewards loyalty program
14
TOTAL REWARDS IMPACTS BY OUTLET TYPE
Caesars Palace Las Vegas
(acquired 2005)
Imperial Palace Las Vegas
(acquired 2006)
FlamingoLas Vegas
(acquired 2006)
Planet Hollywood Las Vegas
(acquired 2009)
+22%
+29%
F&BRetail
Post-Total Rewards
Pre-Total Rewards
+7%
+11%
F&BRetail
+5%
+14%
F&BRetail
+27%
+23%
F&BRetail
CA
ESA
RS E
NT
ER
TA
INM
EN
T®
| P
RO
PR
IET
AR
Y A
ND
CO
NF
IDE
NT
IAL
Big Data has made Total Rewards a favorite with
entertainment-seekers, and a leader across industries
15
64%
29%24%
19%14%
9%
Comp # 5Comp # 4Comp # 3Comp # 2Comp # 1
Most Preferred Loyalty Program% of Program Members
IN THE END, IT’S ALL ABOUT LOYALTY
2-8x Competitors
2012 winner of the Colloquy
Master of Enterprise
Loyalty award