615644 Data Warehousing

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615-644 Data Warehousing

• Week 1
• Harrahs Entertainment
• Case Study

from Watson (2001)
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Harrahs Entertainment

• Harrahs Entertainment -- data warehousing
  supported a successful shift to a CRM oriented
  corporate strategy. Winner of the 2000 TDWI
  Leadership Award
• Operates 21 casinos across the country
• In 1993, the gaming laws changed, which allowed
  Harrahs to expand
• Harrahs decided to compete using a brand
  strategy supported by information technology
• Needed to know their customers exceptionally well

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Harrahs Data Warehousing Architecture

• WINet sources data from the casino, hotel, and
  event systems
• The patron data base serves as an operational
  data store
• The marketing workbench serves as the data
  warehouse

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Sample Applications

• Operational personnel use PDB to check the
  preferences, history, and value of customers
• Analysts use PDB and MWB to create offers to
  visit a Harrahs casino
• Analysts use MWB to support predictive modeling
  efforts

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Harrahs Entertainment
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Harrahs Entertainment
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Harrahs Entertainment
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Harrahs Entertainment

• Discuss the factors that drove Harrahs customer
  relationship strategy.
• Discuss whether Harrahs business and IT
  strategies were aligned, and what factors
  contributed to or detracted from achieving
  alignment.
• Discuss the integration between Harrahs patron
  database and the marketing workbench.

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Harrahs Entertainment

• Give examples of how Harrahs has implemented
  closed loop marketing.
• Does Harrahs have a sustainable competitive
  advantage? Can other companies duplicate what
  Harrahs has done? Discuss.
• Discuss the privacy and security issues
  associated with what Harrahs is doing. Are
  there concerns and how can Harrahs address them?