Harrah's Entertainment
Building Customer Loyalty through the Total Rewards® Card Program

High-Stakes Analytics [PDF - 390 KB]
Find out how Tim Stanley, CIO of Harrah's Entertainment, feels about Cognos BI and the vital role it played in their merger with Caesars Entertainment. Find out how they use Cognos throughout the organization--to analyze restaurants, slot and table play, events, promotions, retail sales, hotel occupancy, and more--to help better serve their customers.

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Hear how Harrah's, the most recognized and respected name in the casino entertainment industry, increased same-store sales growth and cross-property visitation using Cognos as an integral part of its innovate Total Rewards® customer loyalty program.

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The Harrah's Windfall
"We aim to transform our decision - making approach from “I think” to “I know.” Virtually every customer-facing initiative— whether it’s a direct-mail campaign or a new promotion or slot theme—is tested in a controlled environment using a test campaign and a control segment. With our BI systems and processes, we can then monitor the behavior of the test group and measure the relative effectiveness of the initiative, rolling out only those we think will be most successful. With this philosophy, we’ve evolved from simply analyzing historical data to predicting the future performance of many marketing campaigns—a critical lever in maintaining competitive advantage and effective margins in our markets."

- Tim Stanley
CIO, Enterprise Data Warehouse