Harrahs made extensive use of IT to aid the effective use of collected customer

Harrahs made extensive use of it to aid the effective

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customers’ preferences and collect data about them. Harrah’s made extensive use of IT to aid the effective use of collected customer data. A massive data warehouse and business intelligence (BI) 1 Daniel McGinn and Steve Friess, “From Harvard to Las Vegas,” Newsweek, April 18, 2005. 2 Susan Reda, “Harrah’s Hits the Jackpot with CRM,” Stores, June 2003. 3 Indian reservations are lands reserved for American Indian tribes in the US and are governed by tribal governments. There are more than 300 Indian reservations in the US. 4 Las Vegas, Nevada headquartered Harrah’s Entertainment Inc. generated revenues of $4.54 billion in the fiscal 2004. In July 2004, Harrah’s reached an agreement to acquire Caesars Entertainment Inc. for $9.4 billion. The completion of the deal will make Harrah’s the world’s largest gaming company. 5 Comps refer to complimentary offerings such as free meals and discount at hotels. 6 Mike Beirne, “Dollars in the Desert,” BrandWeek, April 01, 2002. 2
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