Meeting Customers Where They Live

Ryan MurphySenior Director, Business IntelligenceIsle of Capri Casinos

• 15 Casinos, 2 more coming soon• 14,947 slot machines• 375 table games

• 7 Hotels

• 40+ Dining Outlets, Convention Center, Racetrack

Isle of Capri Casinos

Isle of Capri Casinos

Agenda

• Pre-Teradata

Agenda

• Pre-Teradata

• Phase 1 – Customers

Agenda

• Pre-Teradata

• Phase 1 – Customers

• Phase 2 – Reset EDW

Agenda

• Pre-Teradata

• Phase 1 – Customers

• Phase 2 – Reset EDW

• Phase 3 – Maturing EDW

Agenda

• Pre-Teradata

• Phase 1 – Customers

• Phase 2 – Reset EDW

• Phase 3 – Maturing EDW

• Future – Greatness!

Agenda

• Previous EDW Project

Pre-Teradata

• Previous EDW Project

> typical EDW startup issues- complexity integrating many subject areas all at once- data loading performance

Pre-Teradata

• Previous EDW Project

> typical EDW startup issues- complexity integrating many subject areas all at once- data loading performance

> but also…

Pre-Teradata

• Previous EDW Project

> typical EDW startup issues- complexity integrating many subject areas all at once- data loading performance

> but also… Katrina

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

Pre-Teradata

GOALS

Phase 1 – Customers

GOALS

> Standard View of Known Customer- enable customer analysis

Phase 1 – Customers

GOALS

> Standard View of Known Customer- enable customer analysis

> Stable Communication with Known Customer- streamline CRM

Phase 1 – Customers

IMPLEMENTATION

Phase 1 – Customers

IMPLEMENTATION

> Teradata- customer-centric data model

Phase 1 – Customers

IMPLEMENTATION

> Teradata- customer-centric data model

> T-CRM (now ARM)

Phase 1 – Customers

IMPLEMENTATION

> Teradata- customer-centric data model

> T-CRM (now ARM)

> Cognos (now IBM)

Phase 1 – Customers

IMPLEMENTATION

> Teradata- customer-centric data model

> T-CRM (now ARM)

> Cognos (now IBM)

> ETL- hand-written

Phase 1 – Customers

STATUS CHECK

Phase 1 – Customers

STATUS CHECK

> CRM good

Phase 1 – Customers

STATUS CHECK

> CRM good

> Data Quality medium

Phase 1 – Customers

STATUS CHECK

> CRM good

> Data Quality medium

> ETL difficult to support

Phase 1 – Customers

STATUS CHECK

> CRM good

> Data Quality medium

> ETL difficult to support

> STAFF: Two- 1 manager/developer, 1 developer

Phase 1 – Customers

Executive Mgmt Change

Phase 2 – Reset EDW

Executive Mgmt Change

GOALS

Phase 2 – Reset EDW

Executive Mgmt Change

GOALS

> Improve Credibility

Phase 2 – Reset EDW

Executive Mgmt Change

GOALS

> Improve Credibility

> Open EDW to Users

Phase 2 – Reset EDW

Executive Mgmt Change

GOALS

> Improve Credibility

> Open EDW to Users

> Position EDW for Expansion

Phase 2 – Reset EDW

IMPLEMENTATION

Phase 2 – Reset EDW

IMPLEMENTATION

> Open Text Integration Center- replace hand-written ETL

Phase 2 – Reset EDW

IMPLEMENTATION

> Open Text Integration Center- replace hand-written ETL

> Attunity- change data capture

Phase 2 – Reset EDW

IMPLEMENTATION

> Open Text Integration Center- replace hand-written ETL

> Attunity- change data capture

> Cognos Development and Training

Phase 2 – Reset EDW

STATUS CHECK

Phase 2 – Reset EDW

STATUS CHECK

> Credibility much better

Phase 2 – Reset EDW

STATUS CHECK

> Credibility much better

> Usability decent

Phase 2 – Reset EDW

STATUS CHECK

> Credibility much better

> Usability decent

> Ready for expansion- ETL maintenance much lighter

Phase 2 – Reset EDW

STATUS CHECK

> Credibility much better

> Usability decent

> Ready for expansion- ETL maintenance much lighter

> STAFF: Five- 1 manager/developer, 4 developers

Phase 2 – Reset EDW

GOALS

Phase 3 – Maturing EDW

GOALS

> Improve understanding of Gaming Product

Phase 3 – Maturing EDW

GOALS

> Improve understanding of Gaming Product

> Improve understanding of Hotel

Phase 3 – Maturing EDW

GOALS

> Improve understanding of Gaming Product

> Improve understanding of Hotel

> Find active EDW Opportunity

Phase 3 – Maturing EDW

IMPLEMENTATION

Phase 3 – Maturing EDW

IMPLEMENTATION

> Extend OTIC to Slot Data

Phase 3 – Maturing EDW

IMPLEMENTATION

> Extend OTIC to Slot Data

> Extend OTIC to Hotel Data- micro-batch

Phase 3 – Maturing EDW

IMPLEMENTATION

> Extend OTIC to Slot Data

> Extend OTIC to Hotel Data- micro-batch

> Operational reporting

Phase 3 – Maturing EDW

IMPLEMENTATION

> Extend OTIC to Slot Data

> Extend OTIC to Hotel Data- micro-batch

> Operational reporting

> Real-time notifications

Phase 3 – Maturing EDW

STATUS CHECK

Phase 3 – Maturing EDW

STATUS CHECK

> Slot and Hotel understanding much better

Phase 3 – Maturing EDW

STATUS CHECK

> Slot and Hotel understanding much better

> Active EDW pretty good- very popular- performance and reliability medium

Phase 3 – Maturing EDW

STATUS CHECK

> Slot and Hotel understanding much better

> Active EDW pretty good- very popular- performance and reliability medium

> STAFF: Six- 1 manager, 5 developers

Phase 3 – Maturing EDW

STATUS 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…

Phase 3 – Maturing EDW

STATUS CHECK (cont)

> With hotel and slot data, powerful new views of business

Phase 3 – Maturing EDW

STATUS CHECK (cont)

> With hotel and slot data, powerful new views of business

> Notifications on hotel check-in and slot card-in

Phase 3 – Maturing EDW

STATUS 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

Phase 3 – Maturing EDW

Future – Greatness

> Get the word out while managing demand- branded EDW: AMPERSAND

Future – Greatness

> Get the word out while managing demand- branded EDW: AMPERSAND

> Continue expanding- Labor, Operations, other outlets- Sharepoint

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

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

Future – Greatness

ryan.murphy@islecorp.com

Thank you!