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Overview:

With more than 80,000 employees, Harrah's Entertainment, Inc. is the world's largest provider of branded casino entertainment through operating subsidiaries primarily under the Harrah's, Caesars and Horseshoe brand names. Harrah's wants a closed-loop system to leverage the data on their ~40 million customers to support customer loyalty objectives and operations. Harrah's needed a solution to extract insight from preferences, gaming patterns, affinities, and operational metrics. The company chose to leverage its existing technology investments in Teradata and IBM Cognos solutions to enhance its marketing and customer loyalty success with a closed-loop system. With Teradata as its single enterprise data warehouse, Harrah's expanded its use of IBM Cognos business intelligence software to drill further and deeper into customer data.

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Format:PDF
Date:Jan 2009

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