Professional Documents
Culture Documents
CASE ANALYSIS
HARRAH’S ENTERTAINMENT INC.
Submitted By:
Section – C
Group – 8
•ARNAB KUMAR DAS (2017PGP069)
•DINESH KUMAR YADAV (2017PGP111)
•DISHARI BANERJEE (2017PGP113)
•JANANI S (2017PGP144)
•KARTHEEPAN K (2017PGP164)
•REUEL DANIEL LUNGLENG (2017PGP297)
•SANJNA SANJIV (2014IPM079)
WHAT ARE THE OBJECTIVES OF THE VARIOUS DATA BASE
MARKETING PROGRAMS AND ARE THEY WORKING?
Program Objective Effectiveness
New To improve the effectiveness at As of 2007, the programme had
Business converting new Total Gold members around 40 million members, which
Program into loyal customers was around 80% of their customer
base.
Loyalty To identify customers that, Harrah’s The number of customers visiting
Program – predicted, were only giving Harrah’s Harrah’s per month increased. The
Frequency a small share of their total spending theoretical win from these
Upside in a particular market customers also increased
accompanied with the increase in
offer redemptions.
Loyalty To encourage the customer to visit One way they did this was to
Program – Harrah’s first and thereby capture reconfigure the way in which the slot
Budget the majority of the single casino trips machines were ordered. They
Upside earned 45% more revenue.
Retention To reinvigorate customers who had The program seemed to be working
Program broken their historical visitation even though the cost of the offer
pattern or had demonstrated other had gone up.
signs of attrition
WHY IS IT IMPORTANT TO USE THE “CUSTOMER WORTH” IN
THE DBM EFFORTS RATHER THAN OBSERVED LEVEL OF PLAY?