After acquiring Caesars Entertainment in June 2005, Harrah's was faced with expanding its enterprise data warehouse from Teradata to manage data from nearly 40 million customer accounts and support analysis at former Caesars properties.
In addition to a Teradata system, Teradata Priority Scheduler, and Teradata Dynamic Query Manager, Harrah's is now deploying the Teradata Dual Active Solution to ensure 100% availability, protect against system outages and support analysis.
With Teradata's help, Harrah's has been able to provide much more personalized, yet systematic, floor service for its patrons. Examples of what the casino has been able to accomplish include the ability to recognize first-time customers and to provide them with services and experiences designed specifically for new visitors.
Another interesting capability is recognizing customers who have been away from the casino for an extended period of time. When the active data warehouse alerts staff of such a return visitor, Harrah's provides a special "welcome back" interaction designed to make the customers frequent the casino more regularly in the future.
