Book description
The marketing guru of Caesars/Harrah’s shows how you can double-down and win with a proven data-driven approach
Walking through Caesars in Las Vegas may seem like a dream—the lights are not too bright, the temperature is perfect, and everything is within your reach. But behind this “magical” experience is a carefully choreographed performance based on deep understanding and rigorous analysis of extensive data to help ensure guests have an incredible and personalized experience. The Caesars marketing story is recognized as one of the best examples of using data to improve the customer experience and marketing effectiveness in all of business.
Marketing legend David Norton orchestrated the initiatives that made Harrah’s/Caesars Entertainment one of the greatest marketing companies in the world. His approach of using data to identify opportunities for the business, developing the narrative to sell throughout the organization and partnering with various constituents to drive successful implementation operationally is unparalleled. In The High Roller Experience, he shares his secrets to creating an unbeatable marketing strategy. In addition to discussing core items such as analytics, CRM and loyalty programs, he examines the leadership and organizational processes required to create a customer-centric and data informed business.
The author also shares case studies from the work at GALE helping companies leverage technology advances to improve the customer experience and build customer loyalty across a wide-range of industries. With this book to guide you, you’ll learn how to use loyalty programs, analytics, and technology to drive phenomenal transformational change and rapid revenue growth within your own organization.
Table of contents
- Cover Page
- Title Page
- Dedication
- Copyright Page
- Contents
- Prelude
- Foreword
- PART 1 A Broader View of Loyalty
-
PART 2 Creating an Analytically Inquisitive and Innovative Culture
- CHAPTER 5 Organizational Dynamics
- CHAPTER 6 Hiring Practices
- CHAPTER 7 Marketing Organizational Structure and Talent
- CHAPTER 8 Using External Resources
- CHAPTER 9 Sales and “VIP” Service Providers
- CHAPTER 10 Customer Service and Contact Centers
- CHAPTER 11 Measuring Service and Driving Customer Satisfaction
- CHAPTER 12 The Role of Research
- CHAPTER 13 Brand and Advertising Measurement and the Explosion of Digital Media
- CHAPTER 14 Leadership
- PART 3 The Proliferation of Digital and Big Data
- Conclusion and Epilogue
- Index
Product information
- Title: The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience
- Author(s):
- Release date: September 2017
- Publisher(s): McGraw-Hill
- ISBN: 9781259862960
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