Summary
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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