Meeting Customers Where They Live Ryan Murphy Senior Director, Business Intelligence Isle of Capri Casinos
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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
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