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The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience by David Norton

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CHAPTER7

Marketing Organizational Structure and Talent

One of the critical areas of discussion I have had with many CMOs is how to organize their team and how to determine what should be in marketing as opposed to other functions. My organization at Caesars evolved and grew over time based on the opportunity to support emerging channels, as we centralized more activities and garnered more credibility for being able to deliver value to operations. Broadly I was looking for analytically inquisitive people who were comfortable with numbers but also ...

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