Caesars Entertainment

In 1997, Harris launched a radical experiment called Total Rewards, later inherited by Caesar's Entertainment. After the 2008 merger, every dollar a customer spent in a Caesar's casino was recorded. Every visit tracked, every bet logged. Most casinos saw this as surveillance. Caesars saw it as the most valuable asset a business could own. Historical data on exactly what customers wanted. Gary Loveman, a Harvard Business School professor, built the system. He realized casinos had a unique advantage. Unlike retail, where customers hide their preferences, casino customers voluntarily revealed everything, how much they gambled, what games they played, when they visited, how they responded to offers, 65 million customers enrolled.