AI Case Study

Caesar Entertainment drives revenue by optimising floor layouts, pricing and even restaurant menus to better match customer segments

Caesars Entertainment tracks customer behaviour through loyalty programs and records their entire journey in the casino through transaction data, win/loss, videos and emotion recognition. They use this data to better align pricing decisions, floor arrangements, menu with customer segments.

Industry

Consumer Goods And Services

Entertainment And Sports

Project Overview

"Caesars is a Vegas pioneer in the use of data analytics. It is the first gaming company to introduce and leverage a loyalty program, now called Total Rewards, to enhance and customize the guest experience. In the past 18 months, this flagship program has expanded considerably to look at guests' non-gaming activities, including dining, entertainment, shopping etc.

Cameras record everyone’s action in the casinos and these cameras even record the choices the gamblers make. A player who is guessing, is more likely to lose money than a disciplined player.

Caesars is continuing to invest heavily in big data and use it to gain insight into customers and tailor experiences for them.

With insights from all the data collected, they offer very targeted benefits to customers, take measures to re-engage them and quantify the lifetime value."

Reported Results

Casears claims:

* Increase in ability to trace the total customer spend with the company from 58% in 2004 to 85 percent today
* The value of the Total Rewards Program is estimated to be worth USD$1bn

Technology

Function

Marketing

Marketing Research Planning

Background

Caesars Entertainment runs numerous luxurious hotels and casinos in among others Las Vegas. More than 45 million members of their Total Rewards program are tracked throughout their entire travel journey. Their behavior is analyzed to cultivate loyalty and encourage spending.

Benefits

Data