Harrah's Entertainment Recognized as 2000 Leader in Data Warehousing by The Data Warehousing Institute
Nominated by NCR Corporation
Contact:
Daryl G. Grecich
Research Programs Manager
The Data Warehousing Institute
849-J Quince Orchard Boulevard, Gaithersburg, MD 20878
Phone: 301.947.3730, ext.175
Fax: 301.947.3733
E-mail: dgrecich@tdwi.org
Gaithersburg, MD, September 7, 2000--The Data Warehousing Institute (TDWI), the premier educational association for the data warehousing industry, proudly announces Harrah’s Entertainment, Inc. of Las Vegas, Nevada, as the winner of its 2000 Leadership in Data Warehousing Award competition. Harrah’s was nominated by NCR Corporation in the Customer Relationship Management (CRM) category. This competition, along with the Best Practices in Data Warehousing Awards competition, provides thousands of practitioners with best practices they can follow as data warehousing continues to grow and expand.
"The competition this year for the Best Practices Awards was once again very strong," says Ellen Hobbs, General Manager of TDWI. "But several nominations stand out from the rest and truly demonstrate strong best practices which others can follow and learn from. Among these," continues Hobbs, "Harrah’s clearly stands out as a leader."
John Boushy, Harrah’s Entertainment Senior Vice President of Brand Operations and Information Technology, says the company is gratified with TDWI’s recognition of the capabilities Harrah’s has developed through a combination of innovative marketing approaches and a significant investment in information technology.
"Our data warehouse incorporates a ‘closed loop’ marketing capability that allows us to refine our marketing interventions on a customer-by-customer basis," says Boushy. "Our database provides information on more than 19 million Harrah’s customers, enabling us to analyze, predict, and maximize the value of each customer relationship and to better serve the needs of those customers in all the markets in which we operate."
Summary of Harrah’s Data Warehouse Implementation
Category: Customer Relationship Management
Solution Sponsor: NCR Corporation
Industry: Entertainment
Implementation Date: December 1997
Number of Users: 125
In 1997, Harrah’s introduced a CRM program known as Total Gold. The system tracks, retains, and rewards its 15 million guests. This allows Harrah’s to better understand its customers and the activities they enjoy at Harrah’s properties. This program entitles repeat customers to free entertainment, merchandise, and vouchers for food and accommodations. Harrah’s produces more than 20 million customer offers annually and tracks each offer to determine when and how offers are redeemed. These rewards encourage customers to remain loyal to the Harrah’s brand. With it, Harrah’s forms closer relationships with its guests. This CRM solution helps Harrah’s not only to analyze hundreds of customer attributes, but to determine the likelihood of visits, spending predictions, and cross-sell opportunities. This allows Harrah’s to target promotions and mailings to individual customer preferences. As a result, the company offers its customers a more enjoyable experience each time they visit a Harrah’s property. Harrah’s has the only system in the industry to recognize and reward its customers on a national basis across all properties which helps Harrah’s differentiate itself from its competitors and boost its bottom line.
Judging
Harrah’s, chosen from ten Best Practices winners, clearly showed that it was a leader at TDWI’s Best Practices in Data Warehousing and E-Business Intelligence Conference in Boston, Massachusetts on August 20-25, 2000. Harrah’s clearly demonstrated in its Best Practices presentation that its data warehouse project: (1) is innovative, (2) can be followed by others, and (3) has a positive and measurable business impact. Monica Tyson will present Harrah’s winning nomination at TDWI’s Leadership Conference in San Diego, California on Friday, November 10, 2000 at 8:00 a.m.
Harrah’s Entertainment, Inc.
Founded more than 60 years ago, Harrah’s Entertainment, Inc. is the most recognized and respected name in the casino-entertainment industry, operating 21 casinos in 17 markets in the United States under the Harrah’s, Rio, Showboat and Players brand names. With a combined database of more than 19 million players, Harrah’s is focused on building loyalty and value with its targeted customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence, and technology leadership.
The Data Warehousing Institute
The Data Warehousing Institute™ (TDWI), a division of 101communications, is the premier provider of in-depth, high quality education and training in the data warehousing and business intelligence industry. TDWI is dedicated to educating business and information technology professionals about the strategies, techniques, and tools required to successfully design, build, and maintain data warehouses. It also fosters the advancement of data warehousing research and contributes to knowledge transfer and professional development of its Members. TDWI sponsors and promotes a worldwide membership program, annual educational conferences, regional educational seminars, onsite courses, solution provider partnerships, awards programs for the best practices and leadership in data warehousing and innovative technologies, resourceful publications, an in-depth research program, and a comprehensive Web site.
101communications LLC
101communications is an integrated media company in the business-to-business market, aimed at the many specialized targets within the greater information technology community. 101’s portfolio includes 16 magazines, over 30 conferences, and extensive digital offerings in the U.S. and Europe, in these four clusters:
Software Development: Application Development Trends, C++ Report, Java Report, JOOP, Application Development Advisor, JavaSPEKTRUM, OBJEKTspektrum, SIGS/101 Conferences.
Certification: Microsoft Certified Professional Magazine and MCP TechMentor Conferences.
Vertical Markets: Recharger Magazine, Recharger WorldExpo, and Syllabus, Syllabus Conferences.
Enterprise Technology: Enterprise Systems Journal, ENT, Unisphere, HP Professional, MIDRANGE Systems, Enterprise Linux, The Data Warehousing Institute, IT Events.