Case Study

Group 3: CASE STUDY CHAPTER 4

Group members:

Question 1: Briefly discuss Harrah’s marketing information system, using Figure 4.1 as a guide.

Basing on the figure 4.1, the Harrah’s Marketing Information System could be briefly analyzed as followed:

1. Assessing the information needs:

This begins by indentifying the information that the mangers need. Through the case, we can conclude that the information needs of Harrah are:

- The detailed insights into its Harrah’s Entertainment system

- Are the customers satisfied with its service?

- Which customer segment brings the most revenue?

2. Developing needed information:

In this period, basing on the kind of needed information, Harrah gets data from customers via some kinds of channels as followed:

- The most effective tool need to be mentioned is Total Rewards Program.

- Customer interaction

- Survey sample

- Email (response rate, click-through rate)

- Visualization software, weekly survey for customers, mystery shoppers…

3. Analyzing and using information:

After gathering data, the company has the ability to convert that data into customer insights and use those insights to serve up a customer experience like no other.

Eg: From data on customers’ satisfaction, the company has the strategy to train their employees to their standard.

Also by analyzing the data, the managers could change to the suitable strategy so that it could bring the most revenue for the company

Eg: Understanding the importance of “low-roller” customers, Harrah does not focus more on the “high-roller” that have long been focus of the industry. It uses “low-roller” strategy as a key to the success.

Question 2: Describe the relationship between the Harrah’s Marketing Information System and Harrah’s managers and employees

In general, the relationship between...