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
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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
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4. CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
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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
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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
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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
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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
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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
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10. Big Data also enables much more intelligent pricing of
limited inventory
CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
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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
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12. Slot handle-pull data can be used for realtime marketing
CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
DISENGAGEMENT
TRIGGER
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13. Surveillance footage can be used to optimize guest
experience through staffing, merchandising or via mobile
CAESARS ENTERTAINMENT® | PROPRIETARY AND CONFIDENTIAL
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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
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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)
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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
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