Big Data… FuelingEntertainment ExperiencesChicago AMA PresentationFEBRUARY.2013
The Future of Marketing…                                                            CAESARS ENTERTAINMENT® | PROPRIETARY A...
Big Data will be required to win in any category… andfailure to master Big Data could make a company irrelevant           ...
CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL                                                                     ...
Why haven’t we acted on Big Data in the past?DATA WE’VE                                                                CAE...
New solutions overcome historical challenges                                                             CAESARS ENTERTAIN...
Caesars’ Total Rewards is the gaming industry’s biggest         and best loyalty program, and an enabler of Big Data     O...
Total Rewards allows us to understand our customers’               preferences as well as their value to our business     ...
Through Total Rewards, Caesars can understand and   react to every element of the guest’s experience   HOLISTIC VIEW OF TH...
Big Data also enables much more intelligent pricing oflimited inventory                                                   ...
A Hadoop-powered environment builds guest-specific                         predictive models to measure engagement        ...
Slot handle-pull data can be used for realtime marketing                                                                CA...
Surveillance footage can be used to optimize guestexperience through staffing, merchandising or via mobile                ...
These guest-facing enhancements enable Caesars to earn                  much more than our “fair share” within key markets...
… and to deliver significant benefits to businesses that          participate in our Total Rewards loyalty program        ...
Big Data has made Total Rewards a favorite with           entertainment-seekers, and a leader across industries           ...
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Caesars Entertainment presentation for Chicago AMA CRM Event

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Caesars Entertainment presentation for Chicago AMA CRM Event

  1. 1. Big Data… FuelingEntertainment ExperiencesChicago AMA PresentationFEBRUARY.2013
  2. 2. The Future of Marketing… CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIALSTEALINGSHARE FROM COMPETITORS From now on, all of these requireLEADING masteryIN MARKETING INNOVATION of the disciplines and technologiesINCREASING collectivelyCUSTOMER LOYALTY known asGROWING BIG DATAMARGINS 1
  3. 3. Big Data will be required to win in any category… andfailure to master Big Data could make a company irrelevant CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 2
  4. 4. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 3 VARIETY VELOCITYWhat is “Big Data”? VOLUME
  5. 5. Why haven’t we acted on Big Data in the past?DATA WE’VE CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIALCOLLECTED BUT NOTACTED ON IN THE PAST…♦ Website browsing data Lack of Intuition?♦ What you eat at Insight? the restaurant WHY? Commitment? Diligence?♦ How much time in advance you book your rooms 4
  6. 6. New solutions overcome historical challenges CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIALHISTORICAL CHALLENGES NEW SOLUTIONS STORAGE SPACE Hadoop (HDFS) PROCESSING POWER Map Reduce ANALYTICAL METHODS Hundreds of New Tools TIMELINESS OF ANALYTICAL RESULTS Emergence of Realtime 5
  7. 7. Caesars’ Total Rewards is the gaming industry’s biggest and best loyalty program, and an enabler of Big Data OVERVIEW OF TOTAL REWARDS Rewards CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Members More ways to earn and redeem than any other program 45MM members Experiences Exclusive access toProperties unparalleled entertainment experiencesnearly 40 properties in20 markets Brands Over 20 premiere brands 6
  8. 8. Total Rewards allows us to understand our customers’ preferences as well as their value to our business IMPACTS ON TRACKED PLAY CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Rated (tracked) revenue Percent of gaming revenue100 82 82 82 81 85 7980 73 76 5860 More than $4 of every $5 played in one of our properties40 is associated with a Total Rewards account20 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 7
  9. 9. Through Total Rewards, Caesars can understand and react to every element of the guest’s experience HOLISTIC VIEW OF THE GUEST EXPERIENCE CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIALTravel Web DiningGaming Leisure Activities 8
  10. 10. Big Data also enables much more intelligent pricing oflimited inventory CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 9
  11. 11. A Hadoop-powered environment builds guest-specific predictive models to measure engagement ILLUSTRATION: CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL TREND-ZONE MOVEMENT OF A FLAGGED DECLINER FLAGGING PERIOD Zone A’ 280PERFORMANCE OF A 260 Zone B’FLAGGED DECLINER 240 Zone C’ 220 Centerline 200 Zone C 180 Zone Zone B drop alert Zone A 160 140 120 10
  12. 12. Slot handle-pull data can be used for realtime marketing CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL DISENGAGEMENT TRIGGER 11
  13. 13. Surveillance footage can be used to optimize guestexperience through staffing, merchandising or via mobile CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 12
  14. 14. These guest-facing enhancements enable Caesars to earn much more than our “fair share” within key markets… IMPACTS ON SHARE OF SPEND CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Market share analysis of key markets Actual versus “fair share” revenue 230% 158% 140% 144% 134% 136% 120% 123% 115% 113%“Fair share” 100% Las Atlantic Las Atlantic Metropolis Kansas Bossier Tunica Southern Hammond Vegas City Vegas City City City Indiana 13
  15. 15. … and to deliver significant benefits to businesses that participate in our Total Rewards loyalty program TOTAL REWARDS IMPACTS BY OUTLET TYPE Pre-Total Rewards Post-Total Rewards CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL +22% +27% +5%+29% +7% +23% +14% +11%Retail F&B Retail F&B Retail F&B Retail F&BCaesars Palace Imperial Palace Flamingo Planet Hollywood Las Vegas Las Vegas Las Vegas Las Vegas(acquired 2005) (acquired 2006) (acquired 2006) (acquired 2009) 14
  16. 16. Big Data has made Total Rewards a favorite with entertainment-seekers, and a leader across industries IN THE END, IT’S ALL ABOUT LOYALTY CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 2012 winner ofMost Preferred Loyalty Program the Colloquy% of Program Members 64% Master of Enterprise Loyalty award 2-8x Competitors 29% 24% 19% 14% 9%Comp # 1 Comp # 2 Comp # 3 Comp # 4 Comp # 5 15

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