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.
"According to CNBC, 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. 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." Caesars use the data to offer discounts, coupons and other seasonal offers for each customer segment.
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 1Billion USD