Casinos battle for every customer, trying to keep them on their property and stimulating them to spend money in any way possible. Data Analytics is used for various goals including forecasting rooms’ occupancy, better utilizing the casino property, and making internal processes like the average check-in time at the hotel reception more efficient. In order to capture more value, casinos use analytics to improve their operations in order to increase the customer experience. The casino-entertainment industry has become very competitive, and today every casino company offers its own loyalty card. For instance, a player who exceeds over $400 of expected loss per day (not necessarily equal to actual money loss) was considered a “whale” (a player that gambles a lot) and was treated by a special casino host. The casino calculated what was the players expected loss (calculated by the amount of money that was gambled, times the percentage of “home advantage”). Caesars monitors customers gambling behavior every time customers gamble. Caesars tracks customers purchasing behavior when customers use their card every time the they shop or dine at one of Caesars’ properties.

In 2013, Total Rewards had 45 million members. In order to attract customers to stay at Caesars properties, the Total Rewards program provides members with single-card access to all its casino locations and activities. This department made Caesars a pioneer in its industry when in 1999 it started using its Total Rewards loyalty program system to conduct customer data analytics.

The Intelligence Group later evolved to become Enterprise Analytics. That is why, in order to retain customers and continue to extract more money from them, Caesars’ launched its Intelligence Group with the goal of collecting data on their customers.

Caesars knows that the worst thing for business is not a player that wins the jack pot, but rather a player that stops playing or decides Caesars brings him/her bad luck and goes to play at a competitor’s casino.

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