Big Data at Caesars Entertainment
Caesars (formerly Harrah’s) Entertainment has long been a leader in the use of analytics, particularly in the area of customer loyalty, marketing, and service. Today, Caesars is augmenting these traditional analytics capabilities with some big data technologies and skills. The primary objective of exploring and implementing big data tools is to respond in real time for customer marketing and service.
For example, the company has data about its customers from its Total Rewards loyalty program, web clickstreams, and from real-time play in slot machines. It has traditionally used all those data sources to understand customers, but it has been difficult to integrate and act on them in real time, while the customer is still playing at a slot machine or in the resort.
In order to pursue this objective, Caesars has acquired both Hadoop clusters and open-source and commercial analytics software. It has also added some data scientists to its analytics group. There are other goals for the big data capabilities as well. Caesars pays fanatical attention - typically through human observation - to ensuring that its most loyal customers don’t wait in lines. With video analytics on big data tools, it may be able to employ more automated means for spotting service issues involving less frequent customers. Caesars is also beginning to analyze mobile data, and is experimenting with targeted real-time offers to mobile devices.
Source: Big Data in Big Companies, Thomas H. Davenport and Jill Dyché, May 2013 (Go to Suggested Readings to view full article)
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