Harrah's is known for their incentive marketing and strong customer service. While others are busy building and investing in bigger and flashier casinos, Harrah's is just focusing on what the consumer is looking for.
Harrah's has been very successful with their data mining through their current IT services and need to adjust their strategy to remain one step ahead of the competition. They have established a strong base and essentially set the standards for the other casinos to live up to.
I agree with the consultants recommendation to continue to invest in IT services and business analytics. This has been a successful strategy that has set them apart from the other casinos they just need to continue to evolve their process.
A potential step for Harrah's is to combine their business intelligence software with social software to take it to the next level. In this article http://www.readwriteweb.com/enterprise/2011/01/business-analytics-predictions.php they discuss this as an option. This article mentions having consumer pick their own offer from a mobile site to take advantage. Some people may receive offers in the mail, but disregard them so you can't track what they are responding to. By allowing offers on a mobile device you can increase the consumer database real time as players are in the casino.
Harrah's could operate with business as usual and still remain successful, but to maintain a large edge over their competition they need to continue to evolve their practices to the next level.
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