Tham khảo tài liệu 'the new science of enterprise marketing fourtoutici_6', kinh tế - quản lý, kinh tế học phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 184 ENTERPRISE MARKETING MANAGEMENT based on sound strategy and statistics not hunches or tradition and by any measure that s a positive change. CASE STUDY Harrah s Casinos MARKETING INVESTMENT STRATEGY YIELDS A PRODUCTIVE PROFITABLE BRAND EXPERIENCE There is no industry more dedicated to the power of marketing investment management than casino gaming. Gamblers are creatures of habit and no gaming corporation has done a better job of tracking analyzing and capitalizing on those habits than Harrah s. At its 25 casinos around the country Harrah s learns everything possible about its customers and then presents specifically targeted offers to them based on their value to the corporation their responsiveness and their willingness to spend. At a central processing office in Memphis Harrah s compiles an incredibly detailed record of every movement and every bet of every valued customer in all of its casinos. Harrah s can monitor the number of machines the customer plays the number of wagers made the average size of bets and the total money deposited in machines called the coin-in . Before a customer has even arrived home from a visit to a casino Harrah s has compiled enough information on them to build a detailed profile of their gaming habits a plan for enticing them back to the casino and even an individual profit-and-loss projection that will aid in future marketing investment in the customer. Harrah s tracks customer information by using a plastic loyalty card that valued customers slide into slot machines and card tables while they benefit for the company is obvious the information gathered on the customer is invaluable and is used to refine its database now segmented into 90 behavior-driven demographic targets. Each segment receives its own custom-tailored direct-mail incentives. For their part customers can earn platinum or diamond status based on their gambling can visit to find their point levels and learn more about .