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Meeting Customers Where They Live

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Meeting Customers Where They Live

  1. 1. Meeting Customers WhereThey LiveRyan MurphySenior Director, Business IntelligenceIsle of Capri Casinos
  2. 2. Isle of Capri Casinos• 15 Casinos, 2 more coming soon • 14,947 slot machines • 375 table games• 7 Hotels• 40+ Dining Outlets, Convention Center, Racetrack
  3. 3. Isle of Capri Casinos
  4. 4. Agenda
  5. 5. Agenda• Pre-Teradata
  6. 6. Agenda• Pre-Teradata• Phase 1 – Customers
  7. 7. Agenda• Pre-Teradata• Phase 1 – Customers• Phase 2 – Reset EDW
  8. 8. Agenda• Pre-Teradata• Phase 1 – Customers• Phase 2 – Reset EDW• Phase 3 – Maturing EDW
  9. 9. Agenda• Pre-Teradata• Phase 1 – Customers• Phase 2 – Reset EDW• Phase 3 – Maturing EDW• Future – Greatness!
  10. 10. Pre-Teradata• Previous EDW Project
  11. 11. Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance
  12. 12. Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance > but also…
  13. 13. Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance > but also… Katrina
  14. 14. Pre-Teradata• Previous EDW Project > typical EDW startup issues - complexity integrating many subject areas all at once - data loading performance > but also… Katrina - headquarters move to Saint Louis - corporate staff halved
  15. 15. Phase 1 – CustomersGOALS
  16. 16. Phase 1 – CustomersGOALS > Standard View of Known Customer - enable customer analysis
  17. 17. Phase 1 – CustomersGOALS > Standard View of Known Customer - enable customer analysis > Stable Communication with Known Customer - streamline CRM
  18. 18. Phase 1 – CustomersIMPLEMENTATION
  19. 19. Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model
  20. 20. Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model > T-CRM (now ARM)
  21. 21. Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model > T-CRM (now ARM) > Cognos (now IBM)
  22. 22. Phase 1 – CustomersIMPLEMENTATION > Teradata - customer-centric data model > T-CRM (now ARM) > Cognos (now IBM) > ETL - hand-written
  23. 23. Phase 1 – CustomersSTATUS CHECK
  24. 24. Phase 1 – CustomersSTATUS CHECK > CRM good
  25. 25. Phase 1 – CustomersSTATUS CHECK > CRM good > Data Quality medium
  26. 26. Phase 1 – CustomersSTATUS CHECK > CRM good > Data Quality medium > ETL difficult to support
  27. 27. Phase 1 – CustomersSTATUS CHECK > CRM good > Data Quality medium > ETL difficult to support > STAFF: Two - 1 manager/developer, 1 developer
  28. 28. Phase 2 – Reset EDWExecutive Mgmt Change
  29. 29. Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS
  30. 30. Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS > Improve Credibility
  31. 31. Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS > Improve Credibility > Open EDW to Users
  32. 32. Phase 2 – Reset EDWExecutive Mgmt ChangeGOALS > Improve Credibility > Open EDW to Users > Position EDW for Expansion
  33. 33. Phase 2 – Reset EDWIMPLEMENTATION
  34. 34. Phase 2 – Reset EDWIMPLEMENTATION > Open Text Integration Center - replace hand-written ETL
  35. 35. Phase 2 – Reset EDWIMPLEMENTATION > Open Text Integration Center - replace hand-written ETL > Attunity - change data capture
  36. 36. Phase 2 – Reset EDWIMPLEMENTATION > Open Text Integration Center - replace hand-written ETL > Attunity - change data capture > Cognos Development and Training
  37. 37. Phase 2 – Reset EDWSTATUS CHECK
  38. 38. Phase 2 – Reset EDWSTATUS CHECK > Credibility much better
  39. 39. Phase 2 – Reset EDWSTATUS CHECK > Credibility much better > Usability decent
  40. 40. Phase 2 – Reset EDWSTATUS CHECK > Credibility much better > Usability decent > Ready for expansion - ETL maintenance much lighter
  41. 41. Phase 2 – Reset EDWSTATUS CHECK > Credibility much better > Usability decent > Ready for expansion - ETL maintenance much lighter > STAFF: Five - 1 manager/developer, 4 developers
  42. 42. Phase 3 – Maturing EDWGOALS
  43. 43. Phase 3 – Maturing EDWGOALS > Improve understanding of Gaming Product
  44. 44. Phase 3 – Maturing EDWGOALS > Improve understanding of Gaming Product > Improve understanding of Hotel
  45. 45. Phase 3 – Maturing EDWGOALS > Improve understanding of Gaming Product > Improve understanding of Hotel > Find active EDW Opportunity
  46. 46. Phase 3 – Maturing EDWIMPLEMENTATION
  47. 47. Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data
  48. 48. Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data > Extend OTIC to Hotel Data - micro-batch
  49. 49. Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data > Extend OTIC to Hotel Data - micro-batch > Operational reporting
  50. 50. Phase 3 – Maturing EDWIMPLEMENTATION > Extend OTIC to Slot Data > Extend OTIC to Hotel Data - micro-batch > Operational reporting > Real-time notifications
  51. 51. Phase 3 – Maturing EDWSTATUS CHECK
  52. 52. Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better
  53. 53. Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better > Active EDW pretty good - very popular - performance and reliability medium
  54. 54. Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better > Active EDW pretty good - very popular - performance and reliability medium > STAFF: Six - 1 manager, 5 developers
  55. 55. Phase 3 – Maturing EDWSTATUS CHECK > Slot and Hotel understanding much better > Active EDW pretty good - very popular - performance and reliability medium > STAFF: Six - 1 manager, 5 developers > But the theme is momentum…
  56. 56. Phase 3 – Maturing EDWSTATUS CHECK (cont) > With hotel and slot data, powerful new views of business
  57. 57. Phase 3 – Maturing EDWSTATUS CHECK (cont) > With hotel and slot data, powerful new views of business > Notifications on hotel check-in and slot card-in
  58. 58. Phase 3 – Maturing EDWSTATUS CHECK (cont) > With hotel and slot data, powerful new views of business > Notifications on hotel check-in and slot card-in > EDW demand way up
  59. 59. Future – Greatness
  60. 60. Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND
  61. 61. Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND > Continue expanding - Labor, Operations, other outlets - Sharepoint
  62. 62. Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND > Continue expanding - Labor, Operations, other outlets - Sharepoint > Continue activating - improve performance and reliability - more notifications
  63. 63. Future – Greatness > Get the word out while managing demand - branded EDW: AMPERSAND > Continue expanding - Labor, Operations, other outlets - Sharepoint > Continue activating - improve performance and reliability - more notifications > Improve usability - Tableau
  64. 64. Thank you!ryan.murphy@islecorp.com

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