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

2. Isle of Capri Casinos
• 15 Casinos, 2 more coming soon
• 14,947 slot machines
• 375 table games
• 7 Hotels
• 40+ Dining Outlets, Convention Center, Racetrack

3. Isle of Capri Casinos

4. Agenda

5. Agenda
• Pre-Teradata

6. Agenda
• Pre-Teradata
• Phase 1 – Customers

7. Agenda
• Pre-Teradata
• Phase 1 – Customers
• Phase 2 – Reset EDW

8. Agenda
• Pre-Teradata
• Phase 1 – Customers
• Phase 2 – Reset EDW
• Phase 3 – Maturing EDW

9. Agenda
• Pre-Teradata
• Phase 1 – Customers
• Phase 2 – Reset EDW
• Phase 3 – Maturing EDW
• Future – Greatness!

12. Pre-Teradata
• Previous EDW Project

13. Pre-Teradata
• Previous EDW Project
> typical EDW startup issues
- complexity integrating many subject areas all at once
- data loading performance

14. Pre-Teradata
• Previous EDW Project
> typical EDW startup issues
- complexity integrating many subject areas all at once
- data loading performance
> but also…

15. Pre-Teradata
• Previous EDW Project
> typical EDW startup issues
- complexity integrating many subject areas all at once
- data loading performance
> but also… Katrina

16. 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

18. Phase 1 – Customers
GOALS

19. Phase 1 – Customers
GOALS
> Standard View of Known Customer
- enable customer analysis

20. Phase 1 – Customers
GOALS
> Standard View of Known Customer
- enable customer analysis
> Stable Communication with Known Customer
- streamline CRM

21. Phase 1 – Customers
IMPLEMENTATION

22. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model

23. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model
> T-CRM (now ARM)

24. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model
> T-CRM (now ARM)
> Cognos (now IBM)

25. Phase 1 – Customers
IMPLEMENTATION
> Teradata
- customer-centric data model
> T-CRM (now ARM)
> Cognos (now IBM)
> ETL
- hand-written

27. Phase 1 – Customers
STATUS CHECK

28. Phase 1 – Customers
STATUS CHECK
> CRM good

29. Phase 1 – Customers
STATUS CHECK
> CRM good
> Data Quality medium

30. Phase 1 – Customers
STATUS CHECK
> CRM good
> Data Quality medium
> ETL difficult to support

31. Phase 1 – Customers
STATUS CHECK
> CRM good
> Data Quality medium
> ETL difficult to support
> STAFF: Two
- 1 manager/developer, 1 developer

32. Phase 2 – Reset EDW
Executive Mgmt Change

33. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS

34. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS
> Improve Credibility

35. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS
> Improve Credibility
> Open EDW to Users

36. Phase 2 – Reset EDW
Executive Mgmt Change
GOALS
> Improve Credibility
> Open EDW to Users
> Position EDW for Expansion

38. Phase 2 – Reset EDW
IMPLEMENTATION

39. Phase 2 – Reset EDW
IMPLEMENTATION
> Open Text Integration Center
- replace hand-written ETL

40. Phase 2 – Reset EDW
IMPLEMENTATION
> Open Text Integration Center
- replace hand-written ETL
> Attunity
- change data capture

41. Phase 2 – Reset EDW
IMPLEMENTATION
> Open Text Integration Center
- replace hand-written ETL
> Attunity
- change data capture
> Cognos Development and Training

42. Phase 2 – Reset EDW
STATUS CHECK

43. Phase 2 – Reset EDW
STATUS CHECK
> Credibility much better

44. Phase 2 – Reset EDW
STATUS CHECK
> Credibility much better
> Usability decent

45. Phase 2 – Reset EDW
STATUS CHECK
> Credibility much better
> Usability decent
> Ready for expansion
- ETL maintenance much lighter

46. 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

48. Phase 3 – Maturing EDW
GOALS

49. Phase 3 – Maturing EDW
GOALS
> Improve understanding of Gaming Product

50. Phase 3 – Maturing EDW
GOALS
> Improve understanding of Gaming Product
> Improve understanding of Hotel

51. Phase 3 – Maturing EDW
GOALS
> Improve understanding of Gaming Product
> Improve understanding of Hotel
> Find active EDW Opportunity

52. Phase 3 – Maturing EDW
IMPLEMENTATION

53. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data

54. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data
> Extend OTIC to Hotel Data
- micro-batch

55. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data
> Extend OTIC to Hotel Data
- micro-batch
> Operational reporting

56. Phase 3 – Maturing EDW
IMPLEMENTATION
> Extend OTIC to Slot Data
> Extend OTIC to Hotel Data
- micro-batch
> Operational reporting
> Real-time notifications

58. Phase 3 – Maturing EDW
STATUS CHECK

59. Phase 3 – Maturing EDW
STATUS CHECK
> Slot and Hotel understanding much better

60. Phase 3 – Maturing EDW
STATUS CHECK
> Slot and Hotel understanding much better
> Active EDW pretty good
- very popular
- performance and reliability medium

61. 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

62. 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…

63. Phase 3 – Maturing EDW
STATUS CHECK (cont)
> With hotel and slot data, powerful new views of
business

64. 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

65. 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

67. Future – Greatness

68. Future – Greatness
> Get the word out while managing demand
- branded EDW: AMPERSAND

69. Future – Greatness
> Get the word out while managing demand
- branded EDW: AMPERSAND
> Continue expanding
- Labor, Operations, other outlets
- Sharepoint

70. 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

71. 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

73. Thank you!
ryan.murphy@islecorp.com