- Isle of Capri Casinos operates 15 casinos with nearly 15,000 slot machines and 375 table games across 7 hotels and 40+ dining outlets. - The presentation outlines Isle of Capri's journey with their enterprise data warehouse (EDW) over three phases: starting with a customer-centric data model and CRM (Phase 1), replacing hand-written ETL with new tools to improve credibility and usability (Phase 2), and expanding the EDW to include slot and hotel data to improve business understanding while increasing operational reporting and real-time notifications (Phase 3). - Future plans include branding the EDW, continuing expansion into new data sources, improving performance, expanding self-service analytics, and

1. Meeting Customers Where
They Live
Ryan Murphy
Senior Director, Business Intelligence
Isle of Capri Casinos

2. 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

3. Isle of Capri Casinos

4. Agenda

5. Agenda
• Pre-Teradata

6. Agenda
• Pre-Teradata
• Phase 1 – Customers

7. Agenda
• Pre-Teradata
• Phase 1 – Customers
• Phase 2 – Reset EDW

8. Agenda
• Pre-Teradata
• Phase 1 – Customers
• Phase 2 – Reset EDW
• Phase 3 – Maturing EDW

9. Agenda
• Pre-Teradata
• Phase 1 – Customers
• Phase 2 – Reset EDW
• Phase 3 – Maturing EDW
• Future – Greatness!

12. Pre-Teradata
• Previous EDW Project

13. Pre-Teradata
• Previous EDW Project
> typical EDW startup issues
- complexity integrating many subject areas all at once
- data loading performance

14. Pre-Teradata
• Previous EDW Project
> typical EDW startup issues
- complexity integrating many subject areas all at once
- data loading performance
> but also…

15. Pre-Teradata
• Previous EDW Project
> typical EDW startup issues
- complexity integrating many subject areas all at once
- data loading performance
> but also… Katrina

16. 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

18. Phase 1 – Customers
GOALS

19. Phase 1 – Customers
GOALS
> Standard View of Known Customer
- enable customer analysis

20. Phase 1 – Customers
GOALS
> Standard View of Known Customer
- enable customer analysis
> Stable Communication with Known Customer
- streamline CRM

21. Phase 1 – Customers
IMPLEMENTATION

22. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model

23. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model
> T-CRM (now ARM)

24. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model
> T-CRM (now ARM)
> Cognos (now IBM)

25. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model
> T-CRM (now ARM)
> Cognos (now IBM)
> ETL
- hand-written

27. Phase 1 – Customers
STATUS CHECK

28. Phase 1 – Customers
STATUS CHECK
> CRM good

29. Phase 1 – Customers
STATUS CHECK
> CRM good
> Data Quality medium

30. Phase 1 – Customers
STATUS CHECK
> CRM good
> Data Quality medium
> ETL difficult to support

31. Phase 1 – Customers
STATUS CHECK
> CRM good
> Data Quality medium
> ETL difficult to support
> STAFF: Two
- 1 manager/developer, 1 developer

32. Phase 2 – Reset EDW
Executive Mgmt Change

33. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS

34. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS
> Improve Credibility

35. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS
> Improve Credibility
> Open EDW to Users

36. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS
> Improve Credibility
> Open EDW to Users
> Position EDW for Expansion

38. Phase 2 – Reset EDW
IMPLEMENTATION

39. Phase 2 – Reset EDW
IMPLEMENTATION
> Open Text Integration Center
- replace hand-written ETL

40. Phase 2 – Reset EDW
IMPLEMENTATION
> Open Text Integration Center
- replace hand-written ETL
> Attunity
- change data capture

41. Phase 2 – Reset EDW
IMPLEMENTATION
> Open Text Integration Center
- replace hand-written ETL
> Attunity
- change data capture
> Cognos Development and Training

42. Phase 2 – Reset EDW
STATUS CHECK

43. Phase 2 – Reset EDW
STATUS CHECK
> Credibility much better

44. Phase 2 – Reset EDW
STATUS CHECK
> Credibility much better
> Usability decent

45. Phase 2 – Reset EDW
STATUS CHECK
> Credibility much better
> Usability decent
> Ready for expansion
- ETL maintenance much lighter

46. Phase 2 – Reset EDW
STATUS CHECK
> Credibility much better
> Usability decent
> Ready for expansion
- ETL maintenance much lighter
> STAFF: Five
- 1 manager/developer, 4 developers

48. Phase 3 – Maturing EDW
GOALS

49. Phase 3 – Maturing EDW
GOALS
> Improve understanding of Gaming Product

50. Phase 3 – Maturing EDW
GOALS
> Improve understanding of Gaming Product
> Improve understanding of Hotel

51. Phase 3 – Maturing EDW
GOALS
> Improve understanding of Gaming Product
> Improve understanding of Hotel
> Find active EDW Opportunity

52. Phase 3 – Maturing EDW
IMPLEMENTATION

53. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data

54. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data
> Extend OTIC to Hotel Data
- micro-batch

55. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data
> Extend OTIC to Hotel Data
- micro-batch
> Operational reporting

56. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data
> Extend OTIC to Hotel Data
- micro-batch
> Operational reporting
> Real-time notifications

58. Phase 3 – Maturing EDW
STATUS CHECK

59. Phase 3 – Maturing EDW
STATUS CHECK
> Slot and Hotel understanding much better

60. Phase 3 – Maturing EDW
STATUS CHECK
> Slot and Hotel understanding much better
> Active EDW pretty good
- very popular
- performance and reliability medium

61. Phase 3 – Maturing EDW
STATUS CHECK
> Slot and Hotel understanding much better
> Active EDW pretty good
- very popular
- performance and reliability medium
> STAFF: Six
- 1 manager, 5 developers

62. Phase 3 – Maturing EDW
STATUS 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…

63. Phase 3 – Maturing EDW
STATUS CHECK (cont)
> With hotel and slot data, powerful new views of
business

64. Phase 3 – Maturing EDW
STATUS CHECK (cont)
> With hotel and slot data, powerful new views of
business
> Notifications on hotel check-in and slot card-in

65. Phase 3 – Maturing EDW
STATUS 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

67. Future – Greatness

68. Future – Greatness
> Get the word out while managing demand
- branded EDW: AMPERSAND

69. Future – Greatness
> Get the word out while managing demand
- branded EDW: AMPERSAND
> Continue expanding
- Labor, Operations, other outlets
- Sharepoint

70. 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

71. 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

73. Thank you!
ryan.murphy@islecorp.com