Harrah’s Entertainment uses its data warehouse to make decisions for its highly successful Total Gold customer recognition program. Depending on their spending records, Total Gold members can receive free vouchers for dining, entertainment, and sleeping accommodations. Knowing which rewards to give to which customers is key.

John Boushy, Senior Vice President of Entertainment and Technology for Harrah’s, says, “We can determine what adds value to each customer and provide that value at the right time.” Dining vouchers or free tickets for shows are awarded to day visitors, not sleeping accommodations. Customers who consistently visit a particular restaurant and order higher-end foods receive free dinners and cocktails, not vouchers for free (and cheaper) breakfasts.