Caesars Entertainment

In two thousand one, Caesars Entertainment launched a radical experiment called Total Rewards. Every dollar a customer spent in a Caesars 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. Sixty five million customers enrolled. Caesars used the data to make personalized offers.