What is closed loop marketing? How does closed loop marketing help Harrah s achieve its business objectives?

Closed Loop Marketing: Data driven learning and testing approach to influence positive changes in customer behavior Helps identify campaigns and treatment providing highest net value Right offer and message at the right time based on past data Establishes, strengthens and reinvigorates customer relationship depending on positions on the customer lifecycle Business Objectives: Using WINEt, campaigns can be designed, tested and results archived Helps Harrah identify the best profitability improvement opportunities Fosters continuous improvement of marketing approaches Considerable savings by the identification of non profitable offers Same-store-sales revenue growth of 14% in 1999 Improvement in the rate of trips per month in the central region