Meeting Customers Where They Live
 

Meeting Customers Where They Live

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Meeting Customers Where They Live Meeting Customers Where They Live Presentation Transcript

  • Meeting Customers WhereThey LiveRyan MurphySenior Director, Business IntelligenceIsle of Capri Casinos
  • Isle of Capri Casinos• 15 Casinos, 2 more coming soon • 14,947 slot machines • 375 table games• 7 Hotels• 40+ Dining Outlets, Convention Center, Racetrack
  • Isle of Capri Casinos
  • Agenda
  • Agenda• Pre-Teradata
  • Agenda• Pre-Teradata• Phase 1 – Customers
  • Agenda• Pre-Teradata• Phase 1 – Customers• Phase 2 – Reset EDW
  • Agenda• Pre-Teradata• Phase 1 – Customers• Phase 2 – Reset EDW• Phase 3 – Maturing EDW
  • Agenda• Pre-Teradata• Phase 1 – Customers• Phase 2 – Reset EDW• Phase 3 – Maturing EDW• Future – Greatness!
  • Pre-Teradata• Previous EDW Project
  • Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance
  • Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance > but also…
  • Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance > but also… Katrina
  • Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance > but also… Katrina - headquarters move to Saint Louis - corporate staff halved
  • Phase 1 – CustomersGOALS
  • Phase 1 – CustomersGOALS > Standard View of Known Customer - enable customer analysis
  • Phase 1 – CustomersGOALS > Standard View of Known Customer - enable customer analysis > Stable Communication with Known Customer - streamline CRM
  • Phase 1 – CustomersIMPLEMENTATION
  • Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model
  • Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model > T-CRM (now ARM)
  • Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model > T-CRM (now ARM) > Cognos (now IBM)
  • Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model > T-CRM (now ARM) > Cognos (now IBM) > ETL - hand-written
  • Phase 1 – CustomersSTATUS CHECK
  • Phase 1 – CustomersSTATUS CHECK > CRM good
  • Phase 1 – CustomersSTATUS CHECK > CRM good > Data Quality medium
  • Phase 1 – CustomersSTATUS CHECK > CRM good > Data Quality medium > ETL difficult to support
  • Phase 1 – CustomersSTATUS CHECK > CRM good > Data Quality medium > ETL difficult to support > STAFF: Two - 1 manager/developer, 1 developer
  • Phase 2 – Reset EDWExecutive Mgmt Change
  • Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS
  • Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS > Improve Credibility
  • Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS > Improve Credibility > Open EDW to Users
  • Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS > Improve Credibility > Open EDW to Users > Position EDW for Expansion
  • Phase 2 – Reset EDWIMPLEMENTATION
  • Phase 2 – Reset EDWIMPLEMENTATION > Open Text Integration Center - replace hand-written ETL
  • Phase 2 – Reset EDWIMPLEMENTATION > Open Text Integration Center - replace hand-written ETL > Attunity - change data capture
  • Phase 2 – Reset EDWIMPLEMENTATION > Open Text Integration Center - replace hand-written ETL > Attunity - change data capture > Cognos Development and Training
  • Phase 2 – Reset EDWSTATUS CHECK
  • Phase 2 – Reset EDWSTATUS CHECK > Credibility much better
  • Phase 2 – Reset EDWSTATUS CHECK > Credibility much better > Usability decent
  • Phase 2 – Reset EDWSTATUS CHECK > Credibility much better > Usability decent > Ready for expansion - ETL maintenance much lighter
  • Phase 2 – Reset EDWSTATUS CHECK > Credibility much better > Usability decent > Ready for expansion - ETL maintenance much lighter > STAFF: Five - 1 manager/developer, 4 developers
  • Phase 3 – Maturing EDWGOALS
  • Phase 3 – Maturing EDWGOALS > Improve understanding of Gaming Product
  • Phase 3 – Maturing EDWGOALS > Improve understanding of Gaming Product > Improve understanding of Hotel
  • Phase 3 – Maturing EDWGOALS > Improve understanding of Gaming Product > Improve understanding of Hotel > Find active EDW Opportunity
  • Phase 3 – Maturing EDWIMPLEMENTATION
  • Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data
  • Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data > Extend OTIC to Hotel Data - micro-batch
  • Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data > Extend OTIC to Hotel Data - micro-batch > Operational reporting
  • Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data > Extend OTIC to Hotel Data - micro-batch > Operational reporting > Real-time notifications
  • Phase 3 – Maturing EDWSTATUS CHECK
  • Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better
  • Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better > Active EDW pretty good - very popular - performance and reliability medium
  • Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better > Active EDW pretty good - very popular - performance and reliability medium > STAFF: Six - 1 manager, 5 developers
  • Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better > Active EDW pretty good - very popular - performance and reliability medium > STAFF: Six - 1 manager, 5 developers > But the theme is momentum…
  • Phase 3 – Maturing EDWSTATUS CHECK (cont) > With hotel and slot data, powerful new views of business
  • Phase 3 – Maturing EDWSTATUS CHECK (cont) > With hotel and slot data, powerful new views of business > Notifications on hotel check-in and slot card-in
  • Phase 3 – Maturing EDWSTATUS CHECK (cont) > With hotel and slot data, powerful new views of business > Notifications on hotel check-in and slot card-in > EDW demand way up
  • Future – Greatness
  • Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND
  • Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND > Continue expanding - Labor, Operations, other outlets - Sharepoint
  • Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND > Continue expanding - Labor, Operations, other outlets - Sharepoint > Continue activating - improve performance and reliability - more notifications
  • Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND > Continue expanding - Labor, Operations, other outlets - Sharepoint > Continue activating - improve performance and reliability - more notifications > Improve usability - Tableau
  • Thank you!ryan.murphy@islecorp.com