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

Norton, David

 
9781259862953: The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience
Hardcover
ISBN 10: 125986295X ISBN 13: 9781259862953
Verlag: McGraw-Hill Education, 2017

Inhaltsangabe

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.



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Über die Autorin bzw. den Autor

David Norton joined Harrah’s Entertainment in October of 1998 when the company consisted of 15 properties and had revenue of $1 billion; within ten years, the company had nearly tripled to 40 properties and grown revenue ten-fold. In his current role as Chairman of GALE, he is penetrating the seam between traditional agencies, consulting firms, and technology providers to develop data-informed strategic insights that help to transform the trajectory of clients’ businesses. 


Von der hinteren Coverseite

"An engaging treatise from a master of brand building, customer analytics, and all it takes to effectively grow your business."
-- Craig Frances, Managing Director at Summit Partners  

“Very few firms can point to a customer-centric transformation that is as comprehensive and successful as what Harrah’s/Caesars went through – and very few people were as central to that transformation as David Norton. This is a must-read for any executive that wants to achieve similar kinds of customer-centric success.”
-- Peter S. Fader, Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania

“In a marketing age focused on “personalization at scale,” David Norton presents a fascinating look at how he has spearheaded advances in CRM and loyalty management using data, experimentation, and agility. Beyond the strategic and tactical discussions about data, Norton provides specificity on how to incorporate these decisions into an overall company strategy and push past organizational resistance.”
--Matthew J. Quint, Director, Center on Global Brand Leadership, Columbia Business School 

“The High Roller Experience provides lessons from years of experience building the organizational capacity to delivery world class customer loyalty.”
--Gary Loveman, President of Healthagen and Executive Vice President of Aetna, and former executive officer of Caesars Entertainment Corporation

“David Norton unveils the numerous secrets of casino-industry loyalty programs. All companies could benefit from this comprehensive review.” 
—Al Ries, bestselling coauthor of Positioning

“The High Roller Experience provides fascinating detail on the Harrah’s marketing story with insight into the analytic and organizational processes that enabled such a transformative change.  Norton unpacks a sophisticated strategy that is applicable across industries.” 
-- Felix Rappaport, President of Foxwoods Resort and Casino

“This book is a must for those who want to improve the customer experience and marketing effectiveness in their company by using data and digital technology. There are practical examples and lessons learned of how to approach driving transformational change even in the most complex of organization.”
-- Greg Hartmann, CEO of National Veterinary Associates  

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Verlag
McGraw-Hill Education
Erscheinungsdatum
2017
Sprache
Englisch
ISBN 10 
125986295X
ISBN 13 
9781259862953
Einband
Gebundene Ausgabe
Anzahl der Seiten
224
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar