Harrahs gambling Big on

Technology
Team Lambda:
Mahesh Vykuntam
Hanseon Lee
Zanar
Subkish Shetty
Rahul Das
 01 Introduction

02 Strategy

03 What is WI Net

Overview
04 Data warehouse - DataMart

05 Security Breach -Impact

06 Bigdata - Issues
Introducti
on
 Introduction
Harrah's Casino (Caesars Entertainment

Corporation)

Customer loyalty program(Total Rewards) &

Big Data

Data warehousing in Harrahs Casino

Big Data security issues related to casinos

 Harrah Casino
company Caesars Entertainment Corporation (CEC)

Casino Harrahs Caesars Horseshoe

Brand

CECs Income Statement

(unit: million dollar) 2016 2015
Sales revenue 3,877 3,771
operational income 257 337
Effects of poor information on
Harrahs
Fail in customer services strategy
Track customer information on spending, playing
Customer Loyalty
Reward program
Track financial information
Poor decision making process
Customer relationship
Unable to track valuable customer
Do you know how many people visit
Harrahs every year?

19 Million
 WINET
What it does?
-Connects and combine customer
information
From where?
-Companys transactions
-Slot machines
-Hotel management
-Reservation system
Why this?
-To record and send this information
to data warehouse
When?
-On hourly basis
Then what?
Marketing department use this data
warehouse
Why?
To analyze information for pattern and insights
such as
What kind of games they play
Money bet on each game
Time spent on each game
What next?
Creating individualized marketing program
Customer loyalty program
& Data Integration
 Total Reward Overview

In 1997, Total Gold in 1999, Total Rewards

(Three tiered)

Objectives: To give regular customers with incentives

Advantages: To assemble massive data on customer

 Total
Reward
Overview

(Note: The data are adapted from Decision-Making Support Systems: Achievements and Challenges for the
New Decade: Achievements and Challenges for the New Jul 1, 2002)
The effects of Database Integration
Local Data input

No
Integration Unable to
Universal
service
yes

Integrated Reward
Track customer movement
 The Data Synchronization
The process of establishing consistency amongdatafrom a source to a

data storage

Harrahs synchronization of customer information

(Note: The data are adapted from Decision-Making Support Systems:

Achievements and Challenges for the New Decade: Chapter X Jul 1, 2002)
Data
warehouse
Data Mart
What is Data Warehousing?
A process of Information
transforming
data into
information and
making it available
to users in a timely
enough manner to
make a difference
Data
 DataMart From the Data Warehouse to
Data Marts

A data mart is a subset of an

organizational data store, usually
oriented to a specific purpose
Data marts are analytical data stores
designed to focus on specific business
functions for a specific community
within an organization
CaesarsEntertainment Data
Importance
Accuracy
Data-driven Consistency
organization Uniqueness
Timeliness

Caesars Vs casino
operators
 Data Marts to Improve Harrahs
Operations
Customers spending habits across properties

Repeat customer spending habits at a single location

Dealer sales at a location

and across locations.
Gaming sales data of a customers

The amount time a customer spends in the casino

Type of games a customer likely to play at the casino

 Harrahs Bad Data Issues
Lower customer satisfaction and retention

Failure of your marketing automation initiatives

Dissatisfied sales and distribution channels

Lower productivity - Loss in Revenue

Higher consumption of resources and Higher maintenance costs

Major Analytical Processes That
Can Give Insight To Harrahs
Business
Cluster Analysis
Association Detection
Did you know this process is used extensively
in the healthcare industry?
Statistical Analysis
Did you know most of the demographic studies like age , gender, height
And BMI uses statistical analysis

Fig: Cluster Analysis Graph

Security Threat from Customer Loss Of Undergrou
Breach In competitors Financial Image nd Market
Customer for market information
Information share. as risk

Dooms Day for Harrahs

Big Data Evolution
Big Data = Structured data + Un structured data

Big Data
Source :
 Big Data Evolution
Big Data is an Opportunity and Threat
- Big data is a platform where everything
is open and that could be used as the
platform for opportunity
Volume :
Many factors contribute towards
increasing Volume storing
transaction, live streaming and
data collected from sensors
Variety:
Structured: Relational data.
Semi Structured: XML data.
Unstructured: Word, PDF, Text,
Media Logs
Velocity:
Big Data Velocity deals with the
pace at which data flows in from
sources and human interaction
Next Generation Big Data Issues

Privacy and security

-Use of disclosure of personal information by data handler

Threats and vulnerability

-Insecure computation: allowing insecure
program to access the sensitive information,
generation of DDOS, can occur information
breaches, corrupt
-loss of originality and manipulation
 Next Generation Big Data Issues
Data ownership
-Vidal-Hall case in UK

Transparent usage of Data

-Uber users sign up to Ubers terms
References

Aragon, Lawrence. "Harrah's Gamble pays off." PC Week, 24 Nov. 1997, p. 56. Academic
OneFile, go.galegroup.com /ps/i.do?p=AONE&sw=w&u=st46245&v=2.1&id=GALE
%7CA20017304&it=r&asid=87f5938425c4566aa6 ee3d19ecde6cea. Accessed 21 Mar.
2017.
 Harrahs WINet (Winners Information Network)
An integrated network--and central repository--that
tracks information about its 6 million customers.
WINetmade up of Informix DSA (Dynamic Scalable
Architecture) software and NCR Corp.'s Top End
transaction processing system

WINet can now mine data down to the individual level,

giving it a powerful tool to be proactive with marketing

WINet can run a report and find all those gamblers who
haven't been to the casino in 50 days and create a
marketing campaign to lure them back