Diamond in the Data Mine

Diamond in the Data Mine by Gary Loveman The approach that Loveman apply was highly effective outlining the importance of providing an exceptional guest operate in todays aid industry with deep data mining. This article discussed 2 main points: * How Harrahs Entertainment used information technologies to gather data to the highest degree its customers and market effectively to them, in turn increasing their revenues in a competitive market. * How Harrahs incorporated and rewarded superior customer service to drive top line growth. On his world-class point, it was an interesting look into how Loveman helped transform the company in the date period 1998-2003 from an average casino and gaming company into a leader that new(prenominal) casinos now try to emulate.  Lovemans predecessor, Philip Satre, prune up much of the vision and data gathering tools that he had used more effectively. From its inception, Satre had instituted this policy of changing Harrahs from an operations-driven company that viewed each casino as a stand-alone business into a merchandise-driven company that built customer devotion to all Harrahs properties.

What Loveman did was apply decision-science methods from consumer retailing and marketing to the gaming industry. Harrahs employed a different strategy from other casinos in the 1990s, whose philosophy was if you build it, they will come. Harrahs distinguishable to follow another route. They used database marketing and decision-science based tools to overhaul them a competitive advantage. They mined customer data deeply, ran marketing experiments, and used the results to develop and implement finely tuned marketing and service strategies to keep their customers coming back. Loveman effectively focused on delivering customer service and on understanding and marketing effectively to the customer. This is the arcanum to Harrahs success which allows him to maintain loyalty from its customers based on... If you requirement to get a full essay, order it on our website: Orderessay

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