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Mar 27, 2019

Caesars Entertainment Customizes Experiences with Technology Transformation

Caesars Entertainment is using technology to transform the way we engage our guests, both on and off property.

 

“For over 20 years, data has been the DNA of our loyalty program and consumer marketing,” said Jeffrey De Korte, vice president of advertising and e-commerce. “With the help of Adobe, Caesars Entertainment is extending this data-driven personalization into our digital consumer journey.“

In January of 2017, Caesars Entertainment began a technology transformation which included migrating on-premise computing to an all-cloud operating platform. Included in that effort, Adobe Experience Manager was deployed for web content management and Adobe Managed Services provided hosting for the web site. Now, Caesars Entertainment uses the full-stack Adobe Marketing Cloud, Adobe Ad Cloud, and will soon use Adobe Experience Manager Assets across the enterprise to drive the consumer digital experience.

“A little over a year ago we set out on a strategy of segmentation, personalization, and optimization to create amazing digital experiences for our guests and grow our digital channels,” said De Korte. “Building on solid growth in our first year, we are now leaning into AI-driven personalization.”The effort begins with the recently-launched Caesars.com home page that is dynamically personalized based on a variety of signals observed through consumer web behavior. For example, when you land on the site, the content is personalized based on the properties you have shopped or booked. If you already booked a room, then they would see promotions for dining or experiences.

“As Adobe integrates Adobe Sensei into its entire product suite, we’ll have more capabilities to tailor and customize experiences to guests,” said John Celona, vice president, business innovation and technology strategy at Caesars Entertainment. According to Adobe, Sensei uses artificial intelligence and machine learning to find relevant opportunities for guests.

With Adobe Sensei, “every experience will be personalized for every guest,” said DeKorte.

In addition to the online experience, Caesars Entertainment is using Adobe to power advertising, on-property digital signs, and even the marquees on the world-famous Las Vegas Strip. “We are the first company on the strip to power all these digital interfaces from the same platform, optimizing our operational management”, according to Celona.

“Adobe has the strongest digital footprint in the world, extending their platform to signage was something we at Caesars anticipated and were among the first enterprise customers to adopt”, said Celona. “Over the past year, we undertook a pilot with Adobe to host signage in our properties. Our property operations can now manage content efficiently through a central console where in the past they would need to manage that content thru fragmented platforms and on each individual sign.”Celona said the digital personalization journey can be expanded into interactive smart signage, currently an active pilot at Caesars. With that, the end-to-end experience will continue to improve for our guests.

“We are excited to work with Adobe to lean-in a machine-driven optimization, said DeKorte. “Our goal is to continue to innovate and push the envelope for industry-leading digital experiences.”