The High Roller Experience
How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience
by David Norton
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Pub Date Nov 10 2017 | Archive Date Nov 17 2017
Description
The marketing guru of Caesars/Harrah’s shows how you can double-down and win with a proven data-driven approach
Walking through Caesars in Las Vegas may seem like a dream―the lights are not too bright, the temperature is perfect, and everything is within your reach. But behind this “magical” experience is a carefully choreographed performance based on deep understanding and rigorous analysis of extensive data to help ensure guests have an incredible and personalized experience. The Caesars marketing story is recognized as one of the best examples of using data to improve the customer experience and marketing effectiveness in all of business.
Marketing legend David Norton orchestrated the initiatives that made Harrah’s/Caesars Entertainment one of the greatest marketing companies in the world. His approach of using data to identify opportunities for the business, developing the narrative to sell throughout the organization and partnering with various constituents to drive successful implementation operationally is unparalleled. In The High Roller Experience, he shares his secrets to creating an unbeatable marketing strategy. In addition to discussing core items such as analytics, CRM and loyalty programs, he examines the leadership and organizational processes required to create a customer-centric and data informed business.
The author also shares case studies from the work at GALE helping companies leverage technology advances to improve the customer experience and build customer loyalty across a wide-range of industries. With this book to guide you, you’ll learn how to use loyalty programs, analytics, and technology to drive phenomenal transformational change and rapid revenue growth within your own organization.
Advance Praise
“As an outstanding and very active board member, David Norton helped create billions of dollars of equity value across several of our companies. The High Roller Experience is an engaging treatise from a master of brand building, customer analytics, and all it takes to effectively grow your business.”
—Craig Frances, Managing Director at Summit Partners
“Very few firms can point to a customer-centric transformation that is as comprehensive and successful as what Harrah’s/Caesars went through—and very few people were as central to that transformation as David Norton was. This is a must-read for any executive that wants to achieve similar kinds of customer-centric success.”
— Peter S. Fader, Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania
“A great loyalty program profitably influences customer behavior by encouraging incremental activity without underwriting existing business. David Norton, my colleague at Caesars for many years, provides the lessons from years of experience in building the organizational capacity to deliver world-class customer loyalty.”
— Gary Loveman, President of Healthagen, Executive Vice President of Aetna, and former executive officer of Caesars Entertainment Corporation
“David Norton unveils the numerous secrets of casino-industry loyalty programs. All companies could benefit from this comprehensive review.”
—Al Ries, bestselling coauthor of Positioning
“The High Roller Experience provides fascinating detail on the Harrah’s marketing story with insight on the analytic and organizational processes that enabled such a transformative change in the casino industry. It is also interesting to see the applicability of the strategy to so many other industries and to see how digital and big data technology have advanced and how sophisticated the approach is at GALE Partners.”
— Felix Rappaport, President of Foxwoods Resort and Casino
“This book is a must for those who want to improve the customer experience and marketing effectiveness in their company by using data and digital technology. There are practical examples and lessons learned of how to approach driving transformational change, even in the most complex of organizations. I have known David for many years, originally in his role as a board member of NVA who helped enhance our marketing approach, and I knew some of his story, but I found the details and multiple case study examples to be both compelling and fun to read.”
—Greg Hartmann, CEO of National Veterinary Associates
“In a marketing age focused on ‘personalization at scale,’ David Norton presents a fascinating look at how he has spearheaded advances in CRM and loyalty management using data, experimentation, and agility long before such terms were mainstream. Beyond the strategic and tactical discussions about data and offers, he provides specificity on how to incorporate these decisions into an overall company strategy and push past organizational resistance.”
— Matthew J. Quint, Director, Center on Global Brand Leadership, Columbia Business School
Available Editions
| EDITION | Hardcover |
| ISBN | 9781259862953 |
| PRICE | $28.00 (USD) |
