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Big Data… Fueling
Entertainment Experiences
Chicago AMA Presentation




FEBRUARY.2013
The Future of Marketing…




                                                            CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
STEALING
SHARE FROM COMPETITORS           From now on,
                                 all of these require
LEADING                          mastery
IN MARKETING INNOVATION          of the disciplines
                                 and technologies
INCREASING                       collectively
CUSTOMER LOYALTY                 known as


GROWING
                                 BIG DATA
MARGINS

                                                        1
Big Data will be required to win in any category… and
failure to master Big Data could make a company irrelevant




                                                                 CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
                                                             2
CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
                                                                              3
                             VARIETY
                             VELOCITY
What is “Big Data”?




                             VOLUME
Why haven’t we acted on Big Data in the past?

DATA WE’VE




                                                                CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
COLLECTED BUT NOT
ACTED ON IN THE PAST…
♦ Website browsing data
                                       Lack of Intuition?

♦ What you eat at                      Insight?
  the restaurant           WHY?
                                       Commitment?

                                       Diligence?
♦ How much time in
  advance you book
  your rooms

                                                            4
New solutions overcome historical challenges




                                                             CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
HISTORICAL CHALLENGES             NEW SOLUTIONS

 STORAGE SPACE                   Hadoop (HDFS)


 PROCESSING POWER                Map Reduce


 ANALYTICAL METHODS              Hundreds of New Tools

 TIMELINESS OF
 ANALYTICAL RESULTS
                                 Emergence of Realtime


                                                         5
Caesars’ Total Rewards is the gaming industry’s biggest
         and best loyalty program, and an enabler of Big Data
     OVERVIEW OF TOTAL REWARDS

                                                Rewards




                                                                                             CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
              Members                           More ways to earn and
                                                redeem than any other
                                                program
              45MM members



                                                            Experiences
                                                            Exclusive access to
Properties                                                  unparalleled entertainment
                                                            experiences
nearly   40 properties in
20 markets
                            Brands
                            Over   20 premiere brands

                                                                                         6
Total Rewards allows us to understand our customers’
               preferences as well as their value to our business
               IMPACTS ON TRACKED PLAY




                                                                                             CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
      Rated (tracked) revenue
      Percent of gaming revenue

100

                                          82     82         82       81
                                                                             85
                                   79
80                73      76


         58
60
                                                       More than $4 of every $5
                                                       played in one of our properties
40                                                     is associated with a Total
                                                       Rewards account

20


  0
        2004     2005    2006     2007   2008   2009      2010      2011     2012



                                                                                         7
Through Total Rewards, Caesars can understand and
   react to every element of the guest’s experience
   HOLISTIC VIEW OF THE GUEST EXPERIENCE




                                                           CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
Travel                  Web                Dining




Gaming                     Leisure Activities

                                                       8
Big Data also enables much more intelligent pricing of
limited inventory




                                                             CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
                                                         9
A Hadoop-powered environment builds guest-specific
                         predictive models to measure engagement

                                     ILLUSTRATION:




                                                                                    CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
               TREND-ZONE MOVEMENT OF A FLAGGED DECLINER

                                                  FLAGGING PERIOD Zone A’
                   280
PERFORMANCE OF A




                   260                                               Zone B’
FLAGGED DECLINER




                   240                                               Zone C’

                   220                                               Centerline

                   200                                               Zone C

                   180                         Zone                  Zone B
                                               drop alert            Zone A
                   160
                   140
                   120


                                                                               10
Slot handle-pull data can be used for realtime marketing




                                                                CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
 DISENGAGEMENT
 TRIGGER


                                                           11
Surveillance footage can be used to optimize guest
experience through staffing, merchandising or via mobile




                                                            CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
                                                       12
These guest-facing enhancements enable Caesars to earn
                  much more than our “fair share” within key markets…
                  IMPACTS ON SHARE OF SPEND




                                                                                                               CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
               Market share analysis of key markets
               Actual versus “fair share” revenue

               230%



                                                                       158%
                                  140%                                           144%
                        134%                                                               136%
                                           120%                                                    123%
                                                    115%      113%
“Fair share”
       100%




                Las    Atlantic    Las    Atlantic Metropolis Kansas   Bossier   Tunica   Southern Hammond
               Vegas     City     Vegas     City               City     City               Indiana




                                                                                                          13
… and to deliver significant benefits to businesses that
          participate in our Total Rewards loyalty program
         TOTAL REWARDS IMPACTS BY OUTLET TYPE               Pre-Total Rewards
                                                            Post-Total Rewards




                                                                                  CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
         +22%
                                                                    +27%
                                                 +5%
+29%                          +7%
                                                          +23%
                                        +14%
                     +11%




Retail    F&B        Retail    F&B      Retail   F&B      Retail     F&B




Caesars Palace     Imperial Palace         Flamingo      Planet Hollywood
   Las Vegas          Las Vegas           Las Vegas          Las Vegas
(acquired 2005)    (acquired 2006)     (acquired 2006)    (acquired 2009)

                                                                             14
Big Data has made Total Rewards a favorite with
           entertainment-seekers, and a leader across industries
           IN THE END, IT’S ALL ABOUT LOYALTY




                                                                                     CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
                                                               2012 winner of
Most Preferred Loyalty Program                                  the Colloquy
% of Program Members                                     64%
                                                                  Master of
                                                                  Enterprise
                                                               Loyalty award
                     2-8x Competitors

                                                29%
                                     24%
                          19%
               14%
   9%



Comp # 1    Comp # 2    Comp # 3   Comp # 4   Comp # 5




                                                                                15

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Caesars Entertainment presentation for Chicago AMA CRM Event

  • 1. Big Data… Fueling Entertainment Experiences Chicago AMA Presentation FEBRUARY.2013
  • 2. The Future of Marketing… CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL STEALING SHARE FROM COMPETITORS From now on, all of these require LEADING mastery IN MARKETING INNOVATION of the disciplines and technologies INCREASING collectively CUSTOMER LOYALTY known as GROWING BIG DATA MARGINS 1
  • 3. Big Data will be required to win in any category… and failure to master Big Data could make a company irrelevant CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 2
  • 4. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 3 VARIETY VELOCITY What is “Big Data”? VOLUME
  • 5. Why haven’t we acted on Big Data in the past? DATA WE’VE CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL COLLECTED BUT NOT ACTED ON IN THE PAST… ♦ Website browsing data Lack of Intuition? ♦ What you eat at Insight? the restaurant WHY? Commitment? Diligence? ♦ How much time in advance you book your rooms 4
  • 6. New solutions overcome historical challenges CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL HISTORICAL CHALLENGES NEW SOLUTIONS STORAGE SPACE Hadoop (HDFS) PROCESSING POWER Map Reduce ANALYTICAL METHODS Hundreds of New Tools TIMELINESS OF ANALYTICAL RESULTS Emergence of Realtime 5
  • 7. Caesars’ Total Rewards is the gaming industry’s biggest and best loyalty program, and an enabler of Big Data OVERVIEW OF TOTAL REWARDS Rewards CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Members More ways to earn and redeem than any other program 45MM members Experiences Exclusive access to Properties unparalleled entertainment experiences nearly 40 properties in 20 markets Brands Over 20 premiere brands 6
  • 8. Total Rewards allows us to understand our customers’ preferences as well as their value to our business IMPACTS ON TRACKED PLAY CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Rated (tracked) revenue Percent of gaming revenue 100 82 82 82 81 85 79 80 73 76 58 60 More than $4 of every $5 played in one of our properties 40 is associated with a Total Rewards account 20 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 7
  • 9. Through Total Rewards, Caesars can understand and react to every element of the guest’s experience HOLISTIC VIEW OF THE GUEST EXPERIENCE CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Travel Web Dining Gaming Leisure Activities 8
  • 10. Big Data also enables much more intelligent pricing of limited inventory CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 9
  • 11. A Hadoop-powered environment builds guest-specific predictive models to measure engagement ILLUSTRATION: CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL TREND-ZONE MOVEMENT OF A FLAGGED DECLINER FLAGGING PERIOD Zone A’ 280 PERFORMANCE OF A 260 Zone B’ FLAGGED DECLINER 240 Zone C’ 220 Centerline 200 Zone C 180 Zone Zone B drop alert Zone A 160 140 120 10
  • 12. Slot handle-pull data can be used for realtime marketing CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL DISENGAGEMENT TRIGGER 11
  • 13. Surveillance footage can be used to optimize guest experience through staffing, merchandising or via mobile CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 12
  • 14. These guest-facing enhancements enable Caesars to earn much more than our “fair share” within key markets… IMPACTS ON SHARE OF SPEND CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL Market share analysis of key markets Actual versus “fair share” revenue 230% 158% 140% 144% 134% 136% 120% 123% 115% 113% “Fair share” 100% Las Atlantic Las Atlantic Metropolis Kansas Bossier Tunica Southern Hammond Vegas City Vegas City City City Indiana 13
  • 15. … and to deliver significant benefits to businesses that participate in our Total Rewards loyalty program TOTAL REWARDS IMPACTS BY OUTLET TYPE Pre-Total Rewards Post-Total Rewards CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL +22% +27% +5% +29% +7% +23% +14% +11% Retail F&B Retail F&B Retail F&B Retail F&B Caesars Palace Imperial Palace Flamingo Planet Hollywood Las Vegas Las Vegas Las Vegas Las Vegas (acquired 2005) (acquired 2006) (acquired 2006) (acquired 2009) 14
  • 16. Big Data has made Total Rewards a favorite with entertainment-seekers, and a leader across industries IN THE END, IT’S ALL ABOUT LOYALTY CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL 2012 winner of Most Preferred Loyalty Program the Colloquy % of Program Members 64% Master of Enterprise Loyalty award 2-8x Competitors 29% 24% 19% 14% 9% Comp # 1 Comp # 2 Comp # 3 Comp # 4 Comp # 5 15