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For Customer Insights Professionals

Case Study: Harrah's Entertainment Nurtures a Customer Insights Culture

July 23, 2007

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  • By Dave Frankland
  • with Christine Spivey Overby,
  • Jennifer Joseph

Why Read This Report

Harrah's Entertainment's customer insight team tracks almost 80% of its revenue on a "Total Rewards" card, the firm's customer loyalty program, giving the company amazing insight into its customer activity. Harrah's successfully leverages the rich insights within its customer database across the organization informing marketing, customer interventions on-site at properties, and online interactions. How valuable is this asset to Harrah's? David Norton, SVP of Relationship Marketing — the person that leads this initiative at Harrah's Entertainment — is on the firm's senior executive team.

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