Read the Harrah’s Entertainment Inc Case and answer the following question. This the link for the case (http://isites.harvard.edu/fs/docs/icb.topic1227012.files/Harrah%20Entertainment.pdf)
1.Effectiveness of Database Marketing programs
Harrah’s implemented a variety of DBM programs based on the innovative customer worth model and Opportunity-based customer segmentation. These programs include the New Business program, the Loyalty Program – frequency upside, Loyalty Program – Budget upside, Retention Program and the Total rewards program. Please review these programs one by one and assess their effectiveness. You should detail your analysis in 3-4 pages.
