Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

These days, the company is using big data technologies to accelerate the integration of petabytes of customer, product, sales, and campaign data in order to understand how to increase marketing returns and bring customers back into its stores.

CRM applications, for example, can point to segmentation and propensity scores.

Because motivating and retaining its most valuable casino customers is a key driver of profits, Harrah’s has refined its customer relationship management process, a core business process.

Behavioral ad data have a much wider net than your CRM database, enabling greater reach and testability.