Insights
Key Challenges in Harnessing Unstructured 'Handle Pull' Data at Caesar's Palace
At The Future of Consumer Intelligence 2013, IIR's
Marc Dresner sat down with Joshua Kanter, senior vice president of Revenue
Acceleration & Total Rewards for Caesar's Entertainment, to discuss the
extent to which insight and data drives decision-making
in an organization.
Marc Dresner sat down with Joshua Kanter, senior vice president of Revenue
Acceleration & Total Rewards for Caesar's Entertainment, to discuss the
extent to which insight and data drives decision-making
in an organization.
Insight and customer analytics has been central to the
success of Caesar's Entertainment.
Kanter recalled an anecdote from the CEO that says, 'There are only three ways
to get fired from Caesar's Entertainment: 1) Steal 2) Harassment 3) Not Having
a Control Group.'
success of Caesar's Entertainment.
Kanter recalled an anecdote from the CEO that says, 'There are only three ways
to get fired from Caesar's Entertainment: 1) Steal 2) Harassment 3) Not Having
a Control Group.'
In the Caesars' DNA is the notion that the employees are always
trying to learn and are always experimenting. According to Kanter, part of that
is about testing with real customers, part of that is about listening, and part
of that is about insights work and the voice of the customer.
trying to learn and are always experimenting. According to Kanter, part of that
is about testing with real customers, part of that is about listening, and part
of that is about insights work and the voice of the customer.
'We, as a company, are among the world's leading
practitioners of consumer insights and certainly, consumer analytics,' he
commented.
practitioners of consumer insights and certainly, consumer analytics,' he
commented.
Caesars has been practitioners of Big Data long before the term was even coined.
In fact, the volume of the data that the company has and collects over its 45
million members is extraordinary. Kanter said, 'We've been pioneers in
developing analytics that tie together all of the various pieces of the
customer journey.'
In fact, the volume of the data that the company has and collects over its 45
million members is extraordinary. Kanter said, 'We've been pioneers in
developing analytics that tie together all of the various pieces of the
customer journey.'
For instance, he explained, in a slot machine every time you
make a bet there is something called a
handle pull. There are billions and billions of handle pulls in a day. Well, that
has simply been too large for us to look at it. Now with new technologies, we
are able to start looking at that data at a granular level and there is a lot
of richness there analytically.
make a bet there is something called a
handle pull. There are billions and billions of handle pulls in a day. Well, that
has simply been too large for us to look at it. Now with new technologies, we
are able to start looking at that data at a granular level and there is a lot
of richness there analytically.
These days, everyone is focused on integrating the holistic
view of the customer including internal and external data. Caesars is starting
at a farther point than a lot of its competitors, but Kanter knows that this is
where everything is going.
view of the customer including internal and external data. Caesars is starting
at a farther point than a lot of its competitors, but Kanter knows that this is
where everything is going.
'We are taking it very seriously and making strategic
investments to understand and make use of Big Data in a way that none of our
competitors ever have,' he said.
investments to understand and make use of Big Data in a way that none of our
competitors ever have,' he said.
Check out the full
interview below:
This year, The Future of Consumer Intelligence
2014 explores the emerging role of decision science and the convergence of
knowledge points - insights, foresights, social science, marketing science and
intelligence with technology as a central driving force and profound connector.
2014 explores the emerging role of decision science and the convergence of
knowledge points - insights, foresights, social science, marketing science and
intelligence with technology as a central driving force and profound connector.
Right now, it's about connecting ideas to data to culture to
the future of your business and this, is the real data revolution. This year
represents the year of the multi-dimensional marketplace, and just as the
market researcher's role evolves, so does our third annual event. FOCI is a
gathering of the "consumer culture" collective exploring common
ground across roles and industries for translating behavioral information into
business opportunity. We hope to see you there!
the future of your business and this, is the real data revolution. This year
represents the year of the multi-dimensional marketplace, and just as the
market researcher's role evolves, so does our third annual event. FOCI is a
gathering of the "consumer culture" collective exploring common
ground across roles and industries for translating behavioral information into
business opportunity. We hope to see you there!
About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.
