Happy customers are the lifeblood of the entertainment industry. But before you can make customers—and potential customers—happy, you've got to understand what they want. For Caesars Entertainment, that meant putting together a big data analytics system that could handle a new, expanded set of customer data for its hotels, shows, and shopping venues—with faster processing and better results.
Expanded Data Environment
To improve customer segmentation and build more effective marketing campaigns, Caesars needed to expand its customer data analysis to include both unstructured and semi-structured data. It was also important to speed up processing for analytics and marketing campaign management.
Caesars built a new data analytics environment based on Cloudera’s Distribution Including Apache Hadoop (CDH) software running on servers equipped with the Intel® Xeon® processor E5 family. The new system reduced processing time for key jobs from 6 hours to just 45 minutes and expanded Caesars' capacity to more than 3 million records processed per hour. It also enables fine-grained segmentation to improve marketing results and improves security for meeting Payment Card Industry (PCI) and other key security standards.
Reaching New Customers
The new environment makes it easier for Caesars to reach out to younger customers, who are likely to prefer using smart phones or tablets to get their information. Caesars' new mobile app lets customers use their mobile devices to check rates and make reservations. That data goes to the Hadoop environment for analysis in real time, where Caesars can use it to fine-tune its operations. Caesars can even use this data to tailor mobile responses and offers on the fly based on factors like the customer’s preferences and location.
Creating Personalized Marketing
With faster, better analysis of all data types, Caesars can now create and deliver personalized marketing, reaching a new generation of customers and winning their loyalty.