GROUP MEMBERSAMRIK SINGHDHRUV PATEL

MANPREET KAURPRIYANKA GUJRAL

RAMRAJ RAJAKUMARSUKHJINDER

PUREWAL

Why is it important to use customer worth” in the DBM efforts rather than the observed level of play?

CUSTOMER’S OBSERVED LEVEL OF PLAY

• Exact Figure for company’s largest asset.

• To evaluate the profitability of various marketing

strategies.

• To evaluate Customer Database

IMPORTANCE OF CUSTOMER

WORTH

Evaluate the effect of marketing programs on customers and to optimize marketing spend

Maximize profit from capital investments

Integrate survey data with customer profiles and then predict customer preferences

Optimize hotel utilization for lodging the maximum total gambling loss

Calculate Lifetime Value (LTV) of each customer 

Integrate demographics and calculate customer available spend

Calculate incremental customer profitability

Compare different business models, and choose optimally

Identify the drivers of profitability in the industry

HARRAH’S QUANTITATIVE MODEL TO ACCESS CUSTOMER WORTH

Broader

Better Better

Segmentation

Customized

BENEFITS OF THE MODEL

Converting competitor’s customer’s into own

Retaining Current Customers

Increasing Visit Frequency & Value

Customer WorthObserved Level of Play

CONCLUSION