A Process of Continuous Innovation: Centralizing Analytics at Caesars
凯撒娱乐首席分析官分享公司如何通过集中化数据分析，深入了解客户和运营，从而提升客户体验和营销效果。
With more than 70,000 employees and casino resorts on four continents the company primarily operates under the Harrahs, Caesars and Horseshoe brands, in addition to owning the London Clubs casinos and the World Series of Poker Caesars has built its reputation on knowing its customer base. It builds this knowledge by using analytics to create a rich customer experience, marketing to customers based not only on their preferences but their actions while at a Caesars property, including whether they've had a winning day or a losing one. Over the past several years, Caesars has undergone a reorganization, in part to centralize its analytics functions. The goal: to build a deeper understanding not only of customers, but also of operations everything from food and beverage analytics to labor analytics. Ruben Sigala, chief analytics officer at Caesars, talks with MIT Sloan Management Review contributing editor Renee Boucher Ferguson about that process, some valuable lessons learned, and where innovation and intuition play a role.