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Harrah's High Payof romCustomer In ormation

Group 11, Section B

Abhinav Kumar 2011PGP505

Aniruddha Dobre 2011PGP546

Avik Sinha 2011FPM03

Kannuri Gowtam 2011PGP6 !

"i#a Gho$a% 2011PGP&2

"u'$a(hakravart#

2011PGP&3

Subrata Monda% 2011PGP&!&

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FunctionsPatron Database:

o "e%evant data in'utted)a%idit# and Sanene$$*he*k$ *om'%eted be+orein'ut

An# data +ai%in, $u*h te$t$are manua%%# *he*kedData avai%ab%e b# noon

o Provided (ro$$ Pro'ert# viewo+ *u$tomer$ - on%ine %ooku'

o Provided va%idit# and

rea$onabi%it# o+ datao Abi%it# to *he*k 're+eren*e.

hi$tor#. va%ue o+ *u$tomerand treat a**ordin,%# - b#/'erationa% 'er$onne%

Marketing Workbench:o Data arehou$e - $our*ed +rom

Patron Databa$eo Data $tored - Dai%# detai% data .

Month%# 24 month$ . ear%# +rom1!!4o Su''ort Ana%#ti*$ - Market

Se,mentation (u$tomer S*orin,e%'$ ,enerate %i$t o+ *u$tomer$

to be awardedo Su''ort Predi*tive Mode%in,

e ort$ - b# Ana%#$t$Abi%it# to $tud# *u$tomerattribute$Determine 're+eren*e$

Provide *u$tomi7ed o er$ to%ure *u$tomer$

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Closed-Loop Marketing

Increased

business alue

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Competiti e !d antage

Is it Sustainable?o Fir$t Mover Advanta,e - 8m'%ementation o+ 89o (o$t :eader$hi' - e e*tive a,ain$t *om'etitor$ with

hi,her inve$tment$o ;nhan*ed *u$tomer ba$e - (u$tomer %o#a%t#o Predi*tive ana%#$i$ o+ marketo 8n*rementa% %earnin, marketin, mode% -