The power behind personalisation
While the digital world catches up to the vision of real-time, companies like Caesars are nonetheless riding the edge of technologies such as AI. For Caesars, the data that powers their AI comes from everywhere: website traffic, marketing analytics, hotel bookings, show ticket purchases and loyalty programmes, just to name a few. Because Adobe Experience Platform is backed by Adobe Sensei, its AI capabilities are already integrated and ready to use Caesars’ robust dataset.
This has made a profound difference in Caesars’ ability to provide tailored content at every touchpoint. Personalisation at scale is an operational challenge even when customer segments aren’t diverse. If Caesars was going to succeed in their marketing, a one-size-sits-all message wasn’t an option. With the AI in Adobe Experience Platform, Caesars knows automatically which customer segments they are communicating with. Whether it’s for a hen party or a high-roller, Caesars can make unique landing pages, email marketing, digital ads and more in a fraction of the time.
As De Korte says, “The promise of artificial intelligence and machine learning will allow us to move from binary personalisation into more real time dynamic personalisation and merchandising of our offering.”
In a multifaceted business such as Caesars, treating every line of business with equal care is critical to the holistic customer experience. Personalised marketing lifts some of the burden of planning off the customer, especially in holiday destinations like Las Vegas where there are limitless options for lodging, food and entertainment. Marketers like De Korte can seize the opportunity to cut through the clutter with personalised offers. As De Korte says, “we’re able to take data from the platform and expand our efforts beyond the room to include the other lines of business including show tickets, entertainment and dining. The goal is to enhance the experience, not to interrupt it.”
A white-glove experience, every time
Caesars wants their guests to feel like royalty. With Adobe Experience Platform, their vision has taken on a viable reality. Every customer’s journey to a Caesars property is as unique as they are—and the impact on the business is clear.
“We continue to see record growth in our channel, driven in large part by the very deliberate approach we’re taking to layering on additional segmentation and personalisation as we go. The results have been great. We’ve had strong growth.”
With over 80 years of creating unforgettable experiences for their customers, Caesars shows no signs of slowing down. With help from Adobe Experience Platform, they are getting to know and serve their customers in an entirely new way. Customers might not realise it, but organisations like Caesars are already thinking ahead to their every whim before, during, and after their booking is booked.
“Amazing experiences are when you know a customer’s needs and desires are anticipated and that they are satisfied in a seamless manner.”