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大数据时代下的营销与运营

1. What are the objectives of the various Data Base Marketing programs and are they working?

Harrah’s Data Base Marketing program including following programs:

New business program, which was designed to improve the effectiveness at converting new Total Gold members into loyal customers. This program worked well and each month brought a new vintage of customers signing up.

Loyalty program – frequency upside, which was designed to identify customers that were only giving Harrah’s a small share of their total spending in a particular market. After the program the number of customers jumped from 30 to 150 on average per month. The theoretical win from these customers also increased accompanied with the increase in offer redemptions.

Loyalty program – budget upside, which was designed to encourage the customer to visit Harrah’s first and thereby capture the majority of the single casino trips. Harrah’s was less sure if this program was working.

Retention program, which was designed to reinvigorate customers who had broken their historical visitation pattern or had demonstrated other signs of attrition. The effects of the program were evident from tracking the behavior of 8000 customers who received a direct mail offer in January 1999.

2. What is it important to use the “customer worth” in the DBM efforts rather than the observed level of play?

Customer worth is the theoretical amount the house expects to win from a customer based on his level of play. Using the “customer worth” helped Harrah’s to predict potential customer playing behavior at Harrah’s properties, begin building relationships with customers based on their future worth, rather than on their past behavior, and make more effective investment decisions at the customer level.

3. How does Harrah’s integrate the various elements of its marketing strategy to deliver more than the results of Data Base Marketing?

Harrah’s integrated the Data Base Marketing efforts with their...