Business Intelligence - Caesars Entertainment Corporation - Case Study Example

ID # Business Intelligence- BI, Mining, Analytics, and Data Warehousing Paper Harrah’s entertainment’s (now Caesars Entertainment Corporation) Introduction Caesars Entertainment Corporation (formerly known as Harrah’s Entertainment’s) is one of the worlds major casino entertainment businesses. For the last 70 years, the business of Caesars has made extensive progress in resorts and acquisitions, at the present it operates casinos on four continents. In addition, Caesars Entertainment is paying attention more and more on developing and offering excellent services and facilities to its old clients and guests by means of a brilliant arrangement of enormous service, outstanding products, unmatched delivery, operational quality and technology leadership. Moreover, the management of Caesars Entertainment is dedicated to environmental energy and sustainability protection and it recognizes the significance of being responsible steward of the environment (Caesars License Company, LLC.; EDGAR). Since the business of Caesars Entertainment is always expanding, its management has decided to implement a new technology based structure in an attempt to manage business operations successfully and effectively. For this purpose, Caesars Entertainment will make use of latest tools and technologies such as BI (Business Intelligence), mining, analytics, and data warehousing to better manage and control business operations. This report presents a detailed analysis of some of the important aspects and areas of Caesars Entertainment business where BI solutions can be implemented. How BI is used at the Organization? At the present, almost all the organizations make use of latest tools and technologies to leverage and augment their business capabilities. For instance, many business organizations use Teradata and IBM Cognos solutions to improve their marketing strategies and customer satisfaction level by means of a closed-loop technology based systems. In the same way, with modern technology based solution such as Teradata, Harrah Entertainment enlarged its usage of IBM Cognos business intelligence software to extract and drill additional and deeper customers’ data. Moreover, by making use of these innovative technologies business is able to effectively extract and segment customers’ data into many profiles as well as utilize this extracted and filtered customer segmentation data to extend targeted campaigns to extract preferred customers’ behavior. For instance, it can help Harrah Entertainment know about clients who have not visited for over 6 months and implement strategies to bring those customers back. As well, business uses business intelligence and data warehousing to promote innovative games by determining and extracting different customers’ playing behavior that is a well-known resemblance to the customer’s preferred gaming selection. Furthermore, with comprehensive reporting and analytical support of IBM Cognos business intelligence systems, Harrah’s is as well capable to determine the value of these innovative operations beside management groups (IBM; Datamonitor; Scribd). In addition, the new intelligent and wide-ranging technology solutions make use of the closed-loop system that facilitates the organizations in corporate marketing of all the kinds of drives such as recognizing and segmenting clients, establishing marketing plans, managing project execution, assessing effectiveness and measuring business promotions. Additionally, by incorporating these data and information with other significant business data, Harrah Entertainment is able to discover new patterns and rules to modernize its business processes. For instance, if customers who take pleasure in playing one kind of game as well have a tendency to play one more, the property might shift the games closer together (IBM; Datamonitor; Scribd). BI Tools and Technologies This section discusses the business intelligence technology used by Caesars Entertainment to effectively run and manage its business operations. In this scenario, Caesars Entertainment is currently making use of the Teradata as its particular enterprise data warehouse. In addition, Teradata offers data warehousing and data marts based business capabilities. These corporate information management technologies offer an excellent support for business management (IBM; Datamonitor; Scribd). In addition, Caesars Entertainment has also implemented IBM Cognos business intelligence software. It is useful in extracting and determining the interesting patterns and information from a large amount of customers’ data. Additionally, the use of IBM’s Cognos business intelligence and other management solutions offers an excellent support for business management, planning, consolidation and services to help corporations plan, recognize and control financial and operational matters. Moreover, IBM’s Cognos solution also offers collectively analytical applications, technology, most excellent practices, and a large network of partners to offer their clients an adaptive, open and comprehensive performance solution (IBM; Datamonitor; Scribd). Benefits of BI to the Organization By making effective use of business intelligence tools and technologies, Caesars Entertainment has attained a number of benefits for their business. In this scenario, one of the major benefits that Caesars Entertainment has attained is increase in revenue. In other words, the company’s revenues have been growing constantly last few years. In addition, with the new technology based solutions the business was able to increase its revenue from $3,948.9 million in 2003 to $7,111 million in 2005 (IBM; Datamonitor; Scribd; EDGAR). Another main benefit that Caesars Entertainment has attained is the strong brand name. In this scenario, Caesars’s strong brand name has allowed it to turn into one of the largest and most diversified casino networks in the United States. This name and recognition is attained through better customer behavior analysis that was done using BI technology based solution (IBM; Datamonitor; Scribd; EDGAR). The basic aim of using any business intelligence solution is to take effective decisions by making use of organizational data. For example, a data warehouse, which is a large repository of data, can be used to derive effective decisions for the betterment of business. In a data warehouse, data are collected from all the departments of an organization. After that some techniques are applied on those data to extract some interesting patterns (Laudon and Laudon). These patterns can help Caesars Entertainment know which services are liked by the majority of customers or which area of the business must be improved to attract more customers. Challenges Through the implementation of new technology based arrangement the present business structure has become more and more dependent on this new technology based tools and systems. However, nowadays businesses are facing a number of information security threats and issues. In case of any attack to business databases, the whole corporate structure can face massive damage. In this scenario, the major challenge for business management and information technology department is to protect and secure the business technology assets from possible security threats. Discussion Questions Will present technology based structure at Caesars Entertainment Corporation be able to support the continued expansion of business? Is present technology at Caesars Entertainment Corporation intelligent enough for effective prediction of customer behavior or some additional capabilities are still lacking? Paper 2 BI Vendor – Information Builders Introduction Information Builders (a well-known business intelligence vendor) came into existence in 1975. Since the time of its establishment it continued to surprise the software industry by offering and implementing high-tech and superior technology that is revolutionizing corporate structure of all the commercial industries, administration, and education. In addition, at the present, Information Builders has turned into one of the biggest self-governing, privately managed and controlled businesses in the software industry. The head office of Information Builders is located at Madison Square Garden in New York. Additionally, the business is currently operational in more than sixty worldwide locations as well as has constructed dynamic customer foundations for more than 12,000 major installations in over 8,000 corporations (Information Builders). Bi Products and Services At present, Information Builders Corporation offers a wide variety of business solutions. In addition, Information Builders offers an excellent support for business reorganization through implementation of WebFOCUS. In this scenario, WebFOCUS is one of the leading business intelligence software. Additionally, iWay enterprise integration middleware that is offered by Information Builders Professional Services concentrates on offering a great deal of custom focused business decision support systems (Information Builders2; Information Builders3; Information Builders4). Moreover, there is a variety of business intelligence systems offered by Information Builders corporate. In this scenario, Information Builders facilitates the customers to build up wide-ranging business intelligence systems that are extremely scalable, robust, and simple to organize, as well as adaptable to continuously changing business requirements. However, the key competence of Information Builders is to offer over 120 information sources means, which this BI vendor can put together virtually into our corporate system. In addition, Information Builders also offers Intranet/Extranet/Internet Systems. In this scenario, the corporate internet experts facilitate the organizations to design and organize high-performance web applications intended for database reporting, publishing, electronic commerce, OLTP (online transaction processing) and self-service information systems which are much quicker and easier as compared to traditional business systems (Information Builders2; Information Builders3; Information Builders4). Furthermore, one of the biggest specialties of Information Builders is its support for Data Warehousing. In this regard, Information Builders offers an excellent support for the consultants who have effectively designed as well as established data warehouses for leading business institutions and government agencies. In addition, one of the long-established Incremental Warehouse Methodologies of Information Builders gives emphasis to instant benefits and utmost return on corporate investment. Additionally, Information Builders also offers applications for Rehosting and Reengineering. In this scenario, the key specialty of Information Builders is to offer expertise to consultants who are the experts at facilitating customers reengineering and handling mission-critical systems and applications to modern environments similar to web (Information Builders2; Information Builders3; Information Builders4). Independent Evaluations Information Builders (a leading business intelligence solutions provider) is offering wonderful new technology based solutions and capabilities for potential business development. The business is offering excellent capabilities and promotions for effective business handling and management. In this scenario, the organization is to a greater extent concentrating on business enhancement and better customer relations management. These all aspects are intended to improve the overall corporate capability for the potential business enhancement and improved business marketing performance. In this scenario, I have researched and assessed a number of business applications and systems which are offering superior services for business improvement. All the solutions of Information Builders are effective for all kinds of organizations. In addition, these business intelligence solutions are aimed at improving the business performance. This analysis shows Information Builders offers wonderful applications and tools for the business management. In this scenario, Information Builders is an excellent choice if our corporate is seeking for better business solution. These all aspects lead to better business functionality which can help business make progress in a much better way. Information Builders is one of the best business intelligence vendors. Works Cited Caesars License Company, LLC. About Us. 2011. 20 January 2012 . Datamonitor. Harrah’s Entertainment, Inc. January 2007. 22 January 2012 . EDGAR. ITEM 7. Managements Discussion and Analysis of Financial Condition and Results of Operations. 2011. 20 January 2012 . IBM. Harrah’s Entertainment, Inc. 27 February 2009. 21 January 2012 . Information Builders. About Information Builders. 2012. 20 January 2012 . Information Builders. Professional Services. 2012. 21 January 2012 . Information Builders. Implementation Services Packages. 2012. 20 January 2012 . Information Builders. Business Intelligence Resources and Links. 2012. 19 January 2012 . Laudon, Kenneth. C. and Jane. P. Laudon. Management Information Systems, Sixth Edition. New Jersey: Prentice Hall , 1999. Scribd. MIS - Chapter 11 - Data Management - Warehousing, Analyzing, Mining, And Visualization. 2012. 19 January 2012 . Read More